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‘Will your brand roar in the rising Asian Economy?’

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(L-R) Yayu Javier, Vince Reyes,  and  Willy Arcilla of Refreshment Republic Inc.

Surviving the cutthroat competition amid an increasingly global market has now become tougher and trickier.

Posted: June 13th, 2013 in Headlines,Inquirer Features | Read More »

Vision drives brands’ longevity; sales determine commodity’s life span

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Businessmen must realize that not every product or service is a brand. Brands differ from commodities.

Posted: February 15th, 2013 in Headlines | Read More »

Filipino consumers more brand loyal than global peers, Nielsen study finds

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An estimated 80 percent of Net-savvy Filipino consumers would buy new products from familiar brands rather than switch to a new brand, according to a study recently released by market research firm Nielsen.

Posted: January 26th, 2013 in Editor's Pick,Headlines,Inquirer Features | Read More »

Like a diamond, can a brand last forever?

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Q: We enjoyed reading in last Friday’s column the reaction of McDonald’s to your column about them two Fridays ago. As we were chatting about this during lunch, we asked our marketing VP about her thoughts. She surprised everyone when she took the occasion to bolster support for her recently submitted marketing budget when she said: “That’s what I’ve been saying about building our brand with heavy advertising, PR and sponsorship. As diamond is forever, so is an established brand. But you have to invest in establishing our brand.”

Posted: December 14th, 2012 in Columnists | Read More »

‘How can a local brand become a global brand like Jollibee?’

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Q: We were in a professional management association meeting on branding when one of the resource speakers in the panel asked: “Considering the times and the fact that we are a poor country, why the fuss over global branding? Why don’t we instead talk about the global recession we’re all in and figure out how to get out of this?”

Posted: November 9th, 2012 in Columnists,Featured Columns,Headlines,Inquirer Columns,Inquirer Features | Read More »

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