Word: brandsness
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Since Smirnoff Ice's launch in early 2001, "malternatives" have captured 4.5% of the $8 billion beer market. But industry analysts say the new brands are aimed in part at getting the hard-liquor logos on TV. "A great deal of the advertising frenzy is the ability to put the...
Will the malternatives increase demand for the parent brands? "It's not why we're doing this," says Diageo's Thompson. "But that would be nice." --By Laura Bradford
"Sometimes Europeans are bored with European brands," says Jacques-Franck Dossin, a Goldman Sachs luxury-goods analyst based in London. "Ralph Lauren is cooler. It's different. It's from the U.S." Carol Pope Murray, an analyst at Salomon Smith Barney in New York City, more or less agrees. "Yes...
Lauren is not shy about voicing his frustrations with Wall Street. Despite a few quarterly snags, the company has almost doubled earnings per share since going public. Yet the stock price won't budge. Securities analysts are worried that Lauren relies too heavily on sales in U.S. department stores, which...
The South Korean operators certainly seem to know which marketing and service buttons to push. Unlike European operators Orange and Vodafone, which use one brand across different markets and customer groups, South Korean operators use sub-brands targeting different groups by age and gender. That is counterintuitive to the global...