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Brand Source > LABReport Vol. 3 Iss. 3 Sept. 2010
LABReport Vol. 3 Iss. 3 Sept. 2010
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Words from the Editor

Welcome to the LABReport, a publication by Labbrand’s branding experts, bringing you insightful articles on market research, brand strategy, and the creative aspects of branding.

In this edition of LABReport, we discuss an exclusive report prepared by L2 in collaboration with Labbrand on the digital IQ of prestige brands in China, “decode” the complex topic of brand identity, and discuss taglines and slogans from a branding perspective. We also analyze three Chinese slogans from the automotive industry to discover the future isn’t only “green”.

As our regular readers know, LABReport provides valuable information to help build strong brands. Don’t forget to regularly read our blog, Brand Source, for up-to-date and analytical commentary on what brands are doing in China and abroad.

 

We hope you enjoy the reading!

 

From the LABReport Team
labreport@labbrand.com
 

09.30.2010
The Digital IQ of Prestige Brands in China

With China having 384 million internet users, much of the competition for customers and brand loyalty will play out online. The investment prestige brands make in their own digital competence could be a deciding factor in their ability to survive and thrive in China, and is likely to become increasingly important as the market matures.

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09.30.2010
Brand Identity Decoded

“Brand identity” encompasses a brand’s core idea, values and personality, as well as the way it looks, sounds and feels. In order to create an identity that is easily understood by customers, every brand must be driven by a powerful and unified core idea, and take actions that are consistent with that idea. Failure to “walk the walk” can lead to indifference, confusion or worse, aversion.

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09.30.2010
Taglines, Slogans, and the Art of Verbal Branding

A successful tagline is more than a memorable catchphrase—it acts as a bridge between a brand name and its identity, solidifying this connection in the minds of consumers. In many ways, finding the right tagline mimics the process behind brand naming—research, strategy and creative work can all contribute to achieving the perfect end result.

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09.30.2010
Slogan Analysis: Car Slogans in China

As environment-friendly cars become an increasingly important market segment, more and more companies are heavily investing in R&D to come up with tomorrow’s winning technology. In China, many foreign automotive brands have begun to create innovative taglines and slogans in Mandarin.

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