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Brand Source > LABReport Vol. 2 Iss. 5 Dec 2009
LABReport Vol. 2 Iss. 5 Dec 2009
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LABReport0912En.pdf

Words from the Editor

Dear Readers,
As 2009 comes to a close it is an occasion to reflect on the yeargone by and look ahead to what the future has in store. At the beginning of this year the world was still reeling from the financial crisis. Throughout 2009, the Chinese market and its untapped spending power attracted the attention of foreign media, market analysts, and businesses alike. An even greater number of brands attempted to capitalize on opportunities in China; however, it still remains to be seen which companies will come out on top and truly succeed in building their brand in this unique and dynamic market.
In 2010, stay tuned for insights on our new blog Brand Source, a platform offering up-to-date and valuable information on market research, brand strategy, and the creative aspects of branding.
In this issue of LABReport we discuss a recent market research study conducted in China's 2nd tier cities and beyond, the benefits of using an integrated and multi-disciplinary approach to brand building, and the innovative and engaging field of experiential branding. Finally, we have prepared a Name Analysis on premium Baijiu brand names, including a look at the history of this classic Chinese alcohol.
We look forward to working together to build successful brand-led businesses in 2010 and the years to come.

 

Happy Holidays!

 

The LABReport Team
labreport@labbrand.com

12.04.2009
Market Research in China’s 2nd Tier Cities

In the coming years, as western companies penetrate further into China, moving beyond the dynamic but developed markets of the 1st tier cities, marketers, strategists, and CEOs will all have to start asking themselves about the characteristics of Chinese consumers in 2nd, 3rd and even 4th tier cities, about the consumers who live in these fairly well-developed areas but have not yet had the chance to become global consumers.

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12.04.2009
Integrated Branding: A Multi-Disciplinary Approach

Sometimes brands promote themselves visually through a strong identity and flashy advertising. Others take a step back, conduct market research, and clearly map out their brand positioning. Some brands enter the market with a strong presence and disappear overnight; others last for a lifetime. Although different approaches are used, almost every brand has the same goal in mind: to increase brand value.

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12.07.2009
Experiential Branding: Using 5 Senses to Build Brand Equity

Today’s consumers are confronted with countless choices and a multitude of information to consider when they buy products or services. Traditional promotional methods like advertising in magazines or on TV are no longer as effective as before. In light of these questions and many others, brand experience has emerged as an innovative and compelling way to build a brand in the minds of consumers.

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12.07.2009
Chinese Báijiǔ Brands

Many foreign visitors that have lived or traveled in China have been impressed by the abundant hospitality of the Chinese people. This hospitality is often expressed by a toast of a traditional distilled alcoholic beverage known as báijiǔ. By conducting a name analysis, we will learn more about this traditional Chinese liquor and explore the origin and meaning of three popular and premium báijiǔ brand names.

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