Word: brandings
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Pity poor Kleenex. The flagship tissue of Kimberly-Clark, its brand name has skipped the company town and now lives a cheap and licentious life of common usage. Despite the best protective efforts of its parent, Kleenex sleeps with all comers. It has become a corporate ne’er-do-well: it has become generic...
...American brand they are most interested in owning: Tiffany...
...THAT GLITTERS Russian women like to buy jewelry, especially rings and necklaces, which they purchased on average 1.3 times in the past six months. Brand reputation and craftsmanship are crucial...
Beauty Counter In Russia the most popular beauty purchase is fragrance for women and cologne for men. Most consumers who buy fragrance are responding to the reputation of the brand, the quality of the product or the price. Only 3% of affluent Russians said they buy perfume because a celebrity endorsed the brand...
...BURCH HAS accomplished in the past 3 1/2 years is nothing short of impressive. Seemingly overnight she went from full-time mom?a title she accepted after years of working at Ralph Lauren, Vera Wang and Harper's Bazaar?to woman on the fast track to becoming a mega-brand. When she launched her eponymous company in 2004, Burch eschewed the traditional slow-growth route and dove right in with a complete product range of clothes and accessories, even candles. If Burch's luxe '60s- and '70s-inspired designs are a manifestation of her high-fashion pedigree, the price tags...