Word: brandings
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...huge plug of cash that wouldn't show up on its campaign filings until after the election was over. "It was a long shot," says a strategist, "but there was a very real opportunity for a forward pass." That pass connected, and Scott Brown has given his party a brand-new playbook...
...keeping a link to the heritage" of its spruced-up new models, says David Bailey, a professor of international business strategy and economics at Coventry University. Ford, on the other hand, fell afoul as the former owner of Jaguar by trying to take Britain's luxury sports-car brand into the mass market. Overseas buyers must "be aware of sensitivities of the brand and preserve it to sell the product successfully," Bailey says. "That's a key lesson for Kraft...
...when the news emerged this month that a Loire Valley producer had been smacked down by an Australian tribunal for apparently trying to pass off its sauvignon blanc as a New Zealand brand by labeling it Kiwi Cuvée, critics were quick to revel in the irony. Britain's Daily Telegraph newspaper called it a "humiliating blow to Gallic pride," while the Wall Street Journal said that France had gotten a "dose of its own medicine." But the French may have been less guilty of applying double standards than of using the same kind of savvy marketing strategies that...
...executives said they considered the below-market rates on Harvard’s latest debt issuance unusual but not surprising, in part due to the University’s strong brand name...
...Credit strength, scarcity value, and brand recognition combine for pretty good execution,” said Jim Merli, a managing director at Barclays...