Word: brandes
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Image-wise, Spider-Man does have a small cheese factor. He is not quite dark and mysterious in his red and blue tights, but there are two things that save him from a Captain America brand of cheesiness. One is his plain likability. Spidey’s a trickster who likes to toy with his victims but not destroy them. He has a heart. He is the underdog who got a shot at greatness, and so many scrawny geeks can look at him and hope that someday, a genetically mutated dragonfly/wasp/scorpion will bite them. Spidey is the likable dork...
...FRANCHISE B.C.: Movies were one-offs; there was no Gone With the Wind II. A.D.: Studios swing for the fences to get a mega-hit action film that can win name-brand recognition and be profitably cloned for years to come...
After Tesco entered the Thai market in 1998 with its brand of colorful, well-stocked superstores, angry local competitors tried to impede the powerhouse U.K.-based retailer's progress with a wall of lawsuits?including one that would have forced Tesco Lotus, the company's regional subsidiary, to shut off air conditioning because chilly stores posed a public health hazard to the equatorial Thai people. Frivolous legal actions were a minor nuisance compared with what came next. Over a five-month period last year, two Tesco Lotus outlets were bombed, another peppered with automatic weapons fire and yet another...
...stores must trim their sails according to prevailing winds, but dismisses the notion that Asian consumers are very different from shoppers in, say, Los Angeles. When Costco entered Japan, he says, local suppliers insisted American shampoos wouldn't sell because Japanese hair is different. But Costco's private-label brand quickly became one of its top-selling products. "The bottom line is that the uniqueness of these markets is overrated," says Sinegal...
...studies suggest, 25% of the value of a company is tied up in its brand, then corporations are playing with fire with back-room maneuvers to weaken environmental protection. Consumers won't be distracted forever, and, increasingly, the reputation of a brand is connected with a company's impact on the planet...