About ten years ago, I had gone to Hong Kong to attend the IHT Luxury Conference. In one of the sessions, the head of one of the famous luxury houses (I forget which) narrated an interesting story: He had gone to China and the local chief executive of his company showed him identical samples of […]
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David Aaker is one of the gurus of Marketing and Branding. He created the Aaker Model, “a marketing model that views brand equity as a combination of brand awareness, brand loyalty, and brand associations. The model outlines the necessity of developing a brand identity, which is a unique set of brand associations representing what the […]
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Today’s Economic Times has an article ‘FMCG: How the Top Five Got It Right’, based on a Nielsen study by Justin Sargent. The study examined the performance of the top 20 FMCG companies and found that the top 5 grew at 28% in value while the bottom 5 grew only at 18%. The key factors […]
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Coke vs. Pepsi. Ford vs. GM. Nike vs. Reebok. HP vs. IBM. The last 100 years or so have seen great business rivalries, brutal and unforgiving in their intensity. This article contains 50 of the very important and provide great insights into the rivalry and who evenually won the war. Even personalities make the list […]
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The war between Hindustan Unilever (HUL) and Reckitt Benckiser is getting bitter. The two companies have had their skirmishes in the past but the last provocation started barely three weeks ago when Reckitt Benckiser ran a TVC that showed that Dettol kitchen cleaning gel was superior (in killing germs) to HUL’s Vim liquid dishwash. HUL […]
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There was a time when marketers used to spend months, even years, to incubate a new brand in the marketplace. Today, in the fast growing world of technology, companies are removing brands out of the market in days! Seven weeks after it was put on sale, HP killed its TouchPad tablet. A year or so […]
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