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Opinion

In this Admap article, Dr. Martina Olbertova explores the lessons luxury brands can learn from Amazon to keep them competitive in a global marketplace.

News

Global brands should be aware of the mental disconnects that can occur between the meaning intended to be communicated by a brand versus meaning created – as was illustrated by the recent Gillette campaign.

Article

Many of the most famous luxury fashion brands, from Louis Vuitton to Chanel, have been embracing partnerships with streetwear brands, which adhere to a California skate culture/New York early punk aesthetic, meaning they have put their money on short-term marketing ploys over what made them special in the first place: branding.

Opinion

This month’s Admap looks at how brands can grow via premiumisation. Having a premium offer within the portfolio is an important way for brands to drive sales growth and to engage with a wider range of consumers. It’s particularly well-suited to mature categories where it’s more difficult to grow through penetration.

Article

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

Article

Looks at the lessons luxury brands can learn from Amazon to keep them competitive in a global marketplace.

Article

Discusses how global brands should be aware of the mental disconnects that can occur between the meaning intended to be communicated by a brand versus meaning created.

Article

Looks at how technology players, such as Amazon, have particularly impacted middle-market brands that often have not invested sufficiently to understand their customers.

Article

Looks at driving premiumisation by smartly and strategically extending your core range.

Article

Taking inspiration from fashion, grocery, alcohol and beauty, four key themes have been identified that embody the new codes of luxury today and the cultural and consumer movements driving these.

Article

Explores the myths of premiumisation, adding evidence to the topic by identifying the appropriate growth strategy, as well as how to manage pricing and price promotions for the premium offer.

Article

Looks at how brands can align themselves with the new cultural rendering of “premium-ness”.

Article

For brands that get it right, there’s a big opportunity not only to drive sales growth in increasingly competitive markets, but also to differentiate their product portfolio.

Article

Looks at the evolving motivations of China’s emerging affluent class – primarily in their 30s and 40s – due to rising incomes and expanding lifestyle choices.

Article

This article is extrapolated from original research published in 2018, which examined UK shopper attitudes to over 120 branded products across 12 leading CPG categories.

Article

Looks at how, across Asia, there is a rising, still fast-growing middle, and more importantly upper-middle class who want a slightly better, rarer, more unique experience.

Article

Looks at how China's internal market has become a test bed for Chinese companies to build premium brands that satisfy the demand for consumption of luxury or premium items.

Article

Looks at the success story of chocolate brand Godiva, which deliberately left the walled garden of luxury for the broader streets of mainstream shopping.

Article

Looks into the subtle cues of affluence emerging in today’s Middle East, where there is a big difference between being rich and being affluent – the latter speaks to something deeper and more meaningful.