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BRANDING A COUNTRY18
SPECIAL REPORT: HEALTHCARE31
his is a mixed-up world. Figuratively and literally. Changing demographics,
especially in the West, is creating a huge, growing multicultural and multiethnic marketplace. And this increas- ingly a\ue001\ue001luent diverse range o\ue001 consumers is bringing \ue001antastic opportunities \ue001or manu\ue001acturers and brand companies.
that racial and ethnic minorities in the United States alone number about 100 million, or about a third o\ue001 the nation\u2019s population. And this new marketing majority is continuing to grow at a rate \ue001ar \ue001aster than that o\ue001 the general market.
Understanding how to use market research to reach the multicultural
Speaking o\ue001 survival and success, millions o\ue001 baby-boomers are approaching retirement, with a collective buying clout expected to reach US$900 billion by 2007. We take a look at the green potential o\ue001 targeting grey.
Companies are not the only ones competing \ue001or market share. Countries are rivalling each other \ue001or consumers, tourists and investor dollars. In Branding A Country, author Simon Anholt takes us on a global tour to show how some countries have used brand management so success\ue001ully that they\u2019ve become \u201cmegabrands\u201d in themselves, while others have done their MR to reposition their national image or ward o\ue001\ue001 a negative image \ue001or something more positive \u2014 and pro\ue000table.
New to this issue is an expanded section on healthcare, which replacesSynapse. One o\ue001 the \ue001eatures is on the latest developments in HIV treatment and how pharmaceutical companies are e\ue001\ue001ectively marketing their new products.
We also ring up the mobile phone industry to hear about new marketing potential, \ue000nd out i\ue001 consumers want to buy what they cannot touch, and discover why keeping the customer satis\ue000ed is a long-term commitment, not a one-sale a\ue001\ue001air.
REBECCA L. WEBER
Ltd. on behal\ue001 o\ue001 Synovate Ltd. All rights reserved. This publication may not be sold. No part o\ue001 this publication may be otherwise reproduced, adapted, per\ue001ormed in public or transmitted in any \ue001orm by any process without the prior authorisation o\ue001 Synovate Ltd. \u00a9Synovate Ltd., 2006.
Nations are brands
because people perceive
them as brands
seek to appeal to
all \ue000ve senses
Now bringing you back...
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