In this digital age where music and the virtual world dominate most of the younger generation's daily lives, marketers have to change and adapt their strategies to reach their target market. Recently, the American soda brand Sunkist has initiated a brand repositioning. They are now aimed at trend savvy teens and young adults. "Sunkist fans are young adults who are mobile, live online and love music ― we just can't rely on traditional marketing," said Derek Dabrowski, Sunkist's brand manager. "To reach this target, you need multiple touch points with engaging content."

Kentucky Fried Chicken (KFC), the world’s most popular chicken restaurant chain famous for its fried chicken, is trying to reposition itself as a healthy fast food brand by offering a new grilled chicken menu. The new product has been created to appeal to KFC lovers who say they want non-fried options while staying true to the great taste of  KFC’s traditional menu.

Vintage brands have been on the rise in the west for the past 5 years – and the trend is still continuing: brands famous in the ‘80s that had been long forgotten have been rejuvenated to see new days of glory. Converse All Stars, to name one well known example, have come back into style after years of hibernation. China has numerous vintage and traditional brands, known as “lǎo zì hào” (老字号); but not many people know they exist and even less recognize the equity that still lies within them.

If the Asus EeePC series attracted peoples’ attention because of its price, the newly launched EeePC S101 clearly states Asus move from being a cheap PC manufacturer to be a superior PC brand – one that matches low price with sleek design, innovations and high quality.

Once upon a time…when it came to consumer products Disney was synonymous for Mickey Mouse T-Shirt and cute merchandising featuring cute, Disney cartoon characters.

Well, it seems like this will not be the case for much longer.