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Unformatted text preview: vacuum cleaner
is bag-less, for example, while Ray-Ban glasses
provide aviator-level eye protection against the
sun. Without a USP, a brand will probably fail
to differentiate itself from other similar
products on the market. Contrary to popular
belief, it is the first brand to establish a strong
identity within a market which usually
succeeds the best.
Brands can be stretched to include other
products or services with greater or lesser
degrees of success. Richard Branson’s Virgin
brand with its image promise of quality and
fun has been stretched to encompass the music
business, transatlantic travel, and cola-based
soft drinks. GO GLOBAL, THINK LOCAL PEOPLE AS BR ANDS Successful global brands have had to modify
their products to make them appeal to local
populations. Coca-Cola’s Georgia coffee is only
available in Japan. Indeed, Japan is an
interesting case study of branding in action.
The Coca-Cola available in the south of Japan
is slightly sweeter to appeal to local tastes.
McDonald’s discovered that small urban rather
than large out of t...
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This note was uploaded on 12/12/2010 for the course RBS BCN taught by Professor Dekoe during the Spring '10 term at Rotterdam Business School.
- Spring '10