Vision drives brands’ longevity; sales determine commodity’s life span
By Karen V. de AsisBusinessmen must realize that not every product or service is a brand. Brands differ from commodities.
Businessmen must realize that not every product or service is a brand. Brands differ from commodities.
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.
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.”
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?”
The Southern Tagalog Agriculture, Aquaculture & Natural Resources Research & Development Council (Stardec) is currently holding its 25th Regional Symposium on Research & Development Highlights concurrent with the 2nd Regional Techno Gabay Summit.
Qantas’s shock decision to ground its fleet of planes is a calculated gamble that risks trashing not only the “Flying Kangaroo” brand but that of Australian tourism generally, experts say.
We welcome the recent announcement of the President that two leading US beverage companies will be investing in the coconut water industry for marketing and distribution in the United States. However, perhaps we should ask if there is a long-term strategic arrangement that could be more advantageous to our country and our people than simply [...]
Network giant Globe Telecom Inc. has denied using the “Tonino Lamborghini” brand illegally, saying it had properly licensed the name to be used for its high-speed mobile Internet sticks.
What is a brand? “Brand” refers to the sum total of associations or experiences of any one company, product or service. For most, it is the DNA that defines a company, product or service. “Branding” is the storytelling process of bringing the brand’s DNA to life, of creating real and perceived characteristics that make that [...]
After being on the air for almost 32 years, Television and Production Exponents Inc. has applied for registration of its “Eat Bulaga” brand with the Intellectual Property Office of the Philippines. The show’s producer on May 29 sought the registration of four versions of the Eat Bulaga logo. Eat Bulaga is the country’s longest-running noontime [...]
Despite the conservative connotation of its name, Puritan is proud of its pouch, briefs which is much more forward, literally and figuratively, than the classic styles of men’s underwear. It’s got more fabric on the man’s package to guarantee that it stays where it should. “That style is patented. It provides comfort where you need [...]
