The Intricacies of Branding

We all know the famous brands such as Adidas, Nike, iPhone, Apple and others. But what exactly is a brand and why do companies need to brand their products? Branding is a marketing strategy that involves creating a differentiated name and image, often by creating a logo and/or a tag line, in order to establish a presence in the consumer’s mind and attract and keep customers. It needs to be clearly understood that branding is not just a logo or a ...

The lunancy of hotel minibars

It is about this time of year that I normally focus on some vacation-related issue. In the past, I have examined all inclusive holidays and virtual tour guides. In this post, I would like to consider the concept of hotel minibars and their relationship to the business management programme and, in particular, accounting, finance and marketing. The major objective for most commercial businesses is to meet various targets related to revenue, market share or profit. Ultimately, the bottom line is the ...

Emerging Global Brands

Becoming a global brand is exceptionally difficult. Emerging-market firms struggle with limited budgets and unlimited prejudice. Last year, GfK, a consumer-research company, found that only one-third of Americans were willing even to consider buying an Indian or Chinese car. However, the Chinese telecoms giant Huawei has just overtaken Sweden’s Ericsson to become the largest telecoms equipment manufacturer. It follows Haier, which is already the leading global white goods maker with Lenovo challenging Hewlett-Packard to be world’s biggest PC producer. Emerging-market firms ...