Thursday, 7 July 2011
Here, we feature world's top 10 luxury brands.
1. Louis vitton: A trunk - maker in Paris since 1854, is now a legend in the art of travel. It is known for its luggage, bags and accessories.
2. Hermes: Established in 1837, this french fashion specialises in leather, ready-to-wear, lifestyle accessories, perfumery and luxury goods.
3. Gucci: High on glamour, and known for fashionable yet timeless products. It is the highest selling Italian luxury brand.
4. Chanel: Speacialized in simple suits, dresses, woman's pants, costume jewellery and perfumes. Chanel is most famous for 'little black dress'.
5. Cartier: Headquartered in Paris, Cartier is well-known for timeless jewellery and watches.
6. Rolex: Probably the Mercedez - Benz of watches. This world class symbol was founded in 1905. It is known for its innovation and designs.
7. Hennessy: Hennessy is leading Irish cognac house. It is reported that it sells 40% of the world's cognac.
8. Moet & Chandon: It is the most preferred fashionista tipple. Moet is freench winery and co-owner of luxury goods company Moet - Hennessy.
9. Fendi: This Italian high - fashion house is best known for its 'baguette' handbags. Launched in 1925 as fur and leather shop in Rome, today Fendi is a multinational luxury goods brand owned by LVMH.
10. Burberry: The iconic British brand was established in 1856. It is known for designer clothings, accessories, perfumes, beauty and fragrances.
Read More: http://www.rediff.com/business/slide-show/slide-show-1-world's-top-10-luxury-brands/20110706.htm
Tuesday, 24 May 2011
This would not be the first time that a brand is attacking another. It's these strategies that have given rise to terms like combative advertising or comparative advertising or ambush marketing.
In short, this modern-day guerrilla warfare leaves us wondering that there is nothing as clear as black and white in the murky world of business.
Here are few brands that have tired to take a shot at each other on various occasions:
Saturday, 26 March 2011
Ambush marketing or Parasitic marketing means taking the advantage of value of a major event publicity i. e. that product or company live on food made by other events. The Macmillan English Dictionary defines ambush marketing as a marketing strategy in which a competing brand connects itself with a major sporting event without paying sponsorship fee.
The word "ambush" as used in the expression ambush marketing, means "an attack from a hidden position" and is derived from the old French verb embuschier, having the meaning "to place in a wood." The term "ambush marketing" was coined by the famous marketing strategist Jerry Welsh, while he was working as the manager of global marketing efforts for the American Express Company in the 1980s.
A variety of techniques are used in ambush marketing. The most basic is simply buying up billboard space around an event, assuring that people who attend the event will see the marketing. This practice is entirely legal, although event organizers and sponsors may find it annoying. Ambush marketers may also be more subtle, doing things like passing out t-shirts, hats, and other promotional gear to people attending the event so that their branding is seen in the stadium.
Main consequences of ambush marketing are:
* The commercial value of the event decreases.
* It creates unhealthy competitive environment.
* It may adversely affect the funding of the event.
* Every company would like to be an ambusher instead of paying a huge amount for sponsoring.
LG, for instance, has played smart in its recent global sponsorship contract with ICC. For the price it has paid to ICC, it has also seized the global sponsorship right to computer and computer peripherals apart from the durables. Consequently, Samsung cannot burst onto the TV screen even with its computer peripheral's commercials that feature the cricket stars. However, the fact remains that LG did not block the cell phone category, thus leaving it open for Samsung to advertise. But despite these measures, there is little that be can be done to control creative advertising. Samsung in an all out effort to undermine LG's sponsorship is launching a campaign saying `Official sponsor of the digital passion'. It is important to remember, there is a war out there and one brand's ambush is another's victory!
Friday, 28 January 2011
Tuesday, 26 October 2010
1. Tata Motors: The Tata Motors-Jaguar-Land Rover combine, with a valuation of $8.45 billion now reigns supreme among 50 most valuable corporate brands in India according to an annual survey by Brand Finance andThe Economic Times. Tata Motors-JLR saw a huge leap in brand valuation as it rose by 172 per cent compared to $3.1 billion in 2009.
2. Reliance: Reliance, which topped the list in 2009 has seen a massive fall in its brand value. It fell by 10 per cent to $7.04 billion, down from $7.8 billion in 2009.
3. State Bank of India: State Bank of India, the only bank to figure among the top ten companies has a brand valuation of $6.3 billion. It was ranked second last year with a valuation of $5.48 billion.
4. TCS: India's largest software company, Tata Consultancy Services maintains its fourth position this year as well. Its brand valuation has increased to $4.36 billion from $4.17 billion.
5. IOC: IOC has slipped to fifth position from third last year. Its brand valuation has dropped to $4.3 billion from $4.8 billion last year.
6. Bharti Airtel: Bharti Airtel has gone one step ahead to bag the 6th position with a brand valuation of $3.15 billion. Last year, it was $2.51 billion.
7. Bharat Petroleum Corporation: Bharat Petroleum Corporation has seen a rise in valuation from $2.62 billion in 2009 to $2.94 billion in 2010.
8. Tata Steel: Tata Steel, is the third company from the Tata family in the top 10 list. It has zoomed from the 12th position last year to 8th position in 2010. Its brand valuation rose from $2.26 billion to $2.94 billion
9. Wipro Technologies: Wipro Technologies saw a rise in brand valuation from $2.37 billion in 2009 to $2.49 billion in 2010.
10. Hindustan Petroleum Corporation: Hindustan Petroleum Corporation is the third oil PSU among the top 10 companies. Its brand valuation fell to $2.23 billion from $2.27 billion.
Monday, 20 September 2010
Saturday, 17 July 2010
US Senator Lloyd Bentsen, believed to have coined the term, was quoted by the Washington Post in 1985 using it to describe a "mountain of cards and letters" sent to his Senate office to promote insurance industry interests, which Bentsen dismissed as "generated mail."
“Astroturfers attempt to orchestrate the actions of apparently diverse and geographically distributed individuals, by both overt (“outreach”, “awareness”, etc.) and covert (disinformation) means. Astroturfing may be undertaken by an individual pushing a personal agenda or highly organized professional groups with financial backing from large corporations, unions, non-profits, or activist organizations.”
It has become easier to structure a commercial astroturfing campaign in the electronic era because the cost and effort to send an e-mail (especially a pre-written, sign-your-name-at-the-bottom e-mail) is so low. Companies may use a boiler room full of telephones and computers where hired activists locate people and groups who create enthusiasm for the specified cause. Also, the use of psychographics allows hired supporters to persuade their targeted audience.
Examples: In 2009, in Montreal, Canada, Morrow Communications, a marketing company, acknowledged creating a dummy blog falsely pretending to be managed by 3 individuals to promote the use of bicycles in Montreal. They also created videos for the Blog and a Facebook webpage. Everything was in fact a marketing campaign, to prepare the launch of Bixi, the new public bike system in Montreal.
The ethics of an Astroturfing campaign would vary by situation, but it is possible to use Astroturfing tactics in a manner that would not be dishonest.