Word: brandings
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Unilever, with about a 17% share of the global ice cream market, is facing increasing competition from Nestlé, whose share has risen from 10% to 11% since 2002. Nestlé's Dreyers brand, acquired the next year, beat Unilever to the market with a light version made using a "slow churned" technique; Dreyers' U.S. sales of light ice cream have doubled since the switchover to the new process early in 2004. "We can't make it fast enough," says Nestlé spokesman Robin Tickle. Unilever is playing up its own "double churned" technology, which, like Nestlé's, blends ingredients slowly...
Bulgari, one of the world's leading luxury marketers, has been known for its fine jewelry since its founding in 1884. But under the leadership of its CEO, Francesco Trapani, 48, the great-grandson of founder Sotirio Bulgari, the brand has blossomed into a $1 billion luxury powerhouse that also sells watches, ties, handbags and fragrances. Add one more item to Trapani's portfolio, and it isn't something you (or even a Hollywood starlet) could wear around your neck: a five-star hotel. TIME's Dody Tsiantar recently spoke with the Bulgari chief about the company's newest...
TIME Why would a brand known for jewelry venture into hotels...
FRANCESCO TRAPANI It's a p.r. machine for the brand. We do not expect that this will be a huge moneymaking venture. It's more an image thing. The main objective--and we hope eventually to have hotels in five to seven markets--is to develop something unique. Our first hotel in Milan, which opened last year, is in the center of the city, but it's adjacent to the botanical garden. So when you are at Bulgari in Milan, you're right in the middle of the city, but you feel like you're in a country house...
...years ahead. But they are united in devotion to one another and the soldiers they will lead. They hear the reports coming from the war zones--the tales of terror and torture and the grind of nation building--and conclude that the world needs West Point's brand of physical and moral toughness more than ever. "People may come here for the wrong reasons," Pae says, "but they stay for the right ones...