Brand

Brand Source
08.27.2010

Anticipating the rapid development of the Chinese market, many global luxury brands are trying to regain direct control by buying back their operations from their Chinese business partners.

08.26.2010

To many, McDonald’s is the universal symbol of cultural assimilation. Marketers, as often, view things differently. Beyond the name and the symbol, McDonald’s embodies the concept of “Glocalization”: think global, act local. Indeed, its China strategy and latest communication campaign are testimony to the company’s capacity to tweak its model and successfully adapt it to local market conditions without diluting its brand equity. The two following ads, one promoting its McMorning 麦当劳超值早餐 menus and the other one advertising its new pricing policy also demonstrate its unique mastery of communication techniques and knowledge of the local market.

08.24.2010

Li-Ning, one of China’s leading local sportswear companies, recently underwent a major brand revitalization aimed at differentiating itself from rivals in global and local markets. A new logo stands at the forefront of its refreshed visual identity, and an apt slogan “Make the Change” describes the brand’s tweaked attitude.

08.23.2010

Eco-friendliness is one of the most popular social movements of this generation, and “green chic” is a trend that has endured through fashion’s fickle seasons. The message is clear: people care about the environment—and they’re willing to pay premium for products that promise to save it. From Whole Foods’ organic grub to Toyota’s Prius , smart companies have capitalized on products labeled with hip buzzwords like “sustainable” and “energy-efficient.”

08.13.2010

Although permanent drive-in cinemas are still in existence in some places around the globe, permanent and temporary drive-ins in London and the UK in general are extremely rare due to limited space. But for two days this summer, the drive-in is in London – thanks to a man named Damian Barr and the car manufacturer Volvo. Barr spoke to a number of car companies and found that Volvo was the right fit for his unique project named Starlite Urban Drive In. "We wanted a partner, not a sponsor who just wanted to slap a big logo on everything”, said Barr. “Volvo were very hands-off and genuinely wanted us to be creative.”

08.11.2010

24/7 Wall Street, an online news and opinion operation, has published its annual list of brands that will disappear by the end of this year. The list is based on a review of each company’s financial situation, operating data, current and ongoing value of its brand, and whether the company that controls that brand can sell its assets.

08.10.2010

As the most competitive auto market with 102 existing brands, China is welcoming its 103rd brand—Baojun, meaning “treasured horse”. This new line of inexpensive passenger cars is a joint venture between General Motors, Shanghai Automotive Industry Corporation and Wuling Motors. The Baojun brand will be sold at Wuling dealerships throughout China.

 

07.22.2010

In partnership with L2, Labbrand presents an exclusive ranking on the Digital IQ of prestige brands in China.

This special edition of the Digital IQ report highlights key findings of L2’s study and discusses the implications for prestige brands. It concludes by presenting actionable tips on what your brand can do to enhance your Digital IQ and build brand equity in China.

07.09.2010

The Quaker Oats Company has a firm place in American culture, with a history dating back over 130 years. The brand’s mascot, the iconic Quaker man, was actually America’s first registered breakfast cereal trademark in 1877.
Quaker’s brand image is thus one of old fashioned wholesomeness, quality and tradition. Recently, however, it has introduced a new logo, with an added tagline and modernized typography.

07.08.2010

Looking back over the past decades, international events are often used by host countries to promote their nation’s brand. Some have said that the Olympics successfully repositioned Greece and Spain as attractive nations, and the 1933 Chicago Expo is regarded as a marker for the US recovery from the recession. With the 2010 World Expo now underway, will China’s brand image improve on the global stage? What does China need to do to take full advantage of this opportunity?