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Change Agent spring 2007- the brand issue

Change Agent spring 2007- the brand issue

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Published by Almohannad Alsbeai
A Magazine published by Synovate.
The Brand Issue: Bite Into It
A Magazine published by Synovate.
The Brand Issue: Bite Into It

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Published by: Almohannad Alsbeai on May 18, 2009
Copyright:Attribution Non-commercial

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02/02/2013

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THE MARKET RESEARCH MAGAZINE THAT IS DRIVING CHANGE IN GLOBAL BUSINESS – ISSUE 10 / SPRING 2007
TheBrandIssue
Bite into it
 
A
ll products and servicesare commodities. Noproduct in any onecategory can be saidto be better or worse than thenumerous other competitors.Thoughts like these mightgive business people (andmarketers) nightmares.But that is not the case. Forwhile global systems of productionand distribution are creating asurfeit of products like neverbefore, people remain people. Andthat’s good news for companieswith a healthy brand image.Our collective desire tobe loved and accepted, to feelconnected to others, to be apart of something bigger thanourselves, is a human universaland part of our genetic makeup. As the old saying goes, mancannot live on bread alone.The saying may have originally been intended to describe the eternal need forsomething more in life than just mere sustenance, but we can extend that concept tothe reality of brand power.The idea of going into a supermarket full of products that are perfectly fine interms of quality or performance, but packaged, priced and sold in exactly the sameway, may be disheartening to consumers. The range of colours, styles, messages,fashions – even smells and sounds – associated with modern branding can beexhilarating to a shopper. It makes shopping fun – whether for a consumer electronicspurchase, a loaf of bread or a car.In this issue of 
Change Agent
, we look at brands – what they are, how theyfunction, how they are measured and the issues involved with building them. Wefeature an article penned by Dr Jan Hofmeyr, Synovate’s own resident expert on brands,about his new tool that’s designed to help brand managers correctly predict the value of their brand sales. It has a lot of potential for all those tasked with increasing the equityof their brand.In short, we are living in the age of brands. That’s something that most peoplealready know, either instinctively or rationally. Identifying the ways in which a brandcan be made successful is the next challenge. It is the challenge that we take up inthis
Change Agent
.Enjoy.
The almighty brand
EDITOR’S 
l
NOTE
EDITORIAL TEAMALICIA KAN
Founding Editor 
JOHN SURREY
Managing Editor
 RYAN SWIFT
Editor
EMILIO RIVERA III
Design Director
CONTRIBUTORSLEWIS BORG-CARDONARADHA CHADHAJAN HOFMEYRELIZABETH JONESALEXANDRA SUTCLIFFEDAVE WONGPUBLISHING AND BUSINESS TEAMSALICIA KAN
Publisheralicia.kan@synovate.com
JOHN SURREY
Managing Editorjohn.surrey@synovate.com
 BJORN FJELDDAHL
Managing Directorbjorn@eightpublishing.com 
GERALDINE MOOR
Editorial Directorgeraldine@eightpublishing.com
ELLIS TSANG
 Account Managerellis@eightpublishing.com
MIA SIU
Circulation Managermia@eightpublishing.com
Have a great idea for
CHANGE
I
AGENT
?
 
Contact us and tell us what you’re thinking!
EDITORIAL OFFICE
21/F, East Exchange Tower38 Leighton RoadCauseway Bay, Hong KongTel (+852) 2892 1322Fax (+852) 2893 0320www.eightpublishing.com
 SUBSCRIBE
www.synovate.com/changeagent
 FEEDBACK 
ellis@eightpublishing.com
 
Respectfully,
ALICIA KANEDITOR
CHANGE 
l
AGENT
THE MARKET RESEARCH MAGAZINETHAT IS DRIVING CHANGE IN GLOBAL BUSINESS
Change Agent
is published by Eight PublishingLtd on behalf of Synovate Ltd. All rights reserved.This publication may not be sold. No part of thispublication may be otherwise reproduced, adapted,performed in public or transmitted in any formby any process without the prior authorisation of Synovate Ltd. © Synovate Ltd, 2007.The articles in
Change Agent
do notnecessarily reflect the views of Synovate.
ISSUE 10 / 2007CHANGE
l
AGENT3
 
THIS ISSUE
 
28
Brand values 
Figuring out howmuch a brand is worthis turning into anestablished business field
15
Be the brand 
 As consumers transform into brandambassadors, companies need to livetheir own brand like never before
David vs Goliath 
 What lessons can be drawnfrom the experience of small,local brands beating globalbrands at their own game?
Brand DNA
The building blocks of a successfulbrand get laid at the beginning
1222
Luxeplosion!
Luxury brands are the ultimate inbrand power – especially in Asia
32

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