Word: brandings
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...better than Beckham: apart from Figo, there's also fullback Roberto Carlos. Why, then, did the Spanish club agree to pay €35 million for skills it already has? The answer to that question came last week from Tokyo, where Beckham and his wife Victoria arrived to promote a brand of chocolate and a chain of beauty salons. Wherever they went, Posh and Becks were mobbed by fans wearing Beckham shirts and waving Beckham dolls. Staking out a Tokyo hotel where the player was making a promotional appearance, Yusuke Ozaki, 24, and his wife sported the red shirts...
...Russian State Hermitage Museum in St. Petersburg and Vienna's Kunsthistorisches Museum. Europe also provides the most ringing endorsement for his expansion program: the Guggenheim Museums in Bilbao and Berlin are both Krens' babies. The Bilbao Guggenheim was Krens' first step toward turning the Guggenheim into a world brand, a pioneering move in the museum business. Designed by Frank Gehry and completed in 1997, it was also the world's first piece of blockbuster museum architecture since Frank Lloyd Wright's iconic 1959 Guggenheim building in New York. It showed that Krens could leverage the Guggenheim name and its collection...
...buying firm Carat USA. Like any well-targeted niche channel, Spike TV needs men to say, "I wonder what's on Spike?" the way they say, "I wonder what's on ESPN?" In Hecht's marketing lingo, the idea is to build "an emotional connection to the brand...
...that prices on DVD recorders are finally falling, the tide is starting to turn. Research firm International Data Corp. expects annual DVD-recorder sales in the U.S. to reach 10 million by 2006. The latest offerings still aren't cheap; the least expensive brand-name model costs $500. And because Hollywood copy-protects its movies, you can't use these machines to duplicate the discs you rent from Blockbuster. (Computers with DVD burners are a different story, at least for now, thanks to a DVD-ripping program that has so far survived legal challenge...
...Beatles, the Clash and Oasis rolled into one. To this day they remain the only Hong Kong band to have made the transition from underground obscurity to mainstream stardom. From their first single?1987's Songs of Yesterday?they've achieved this by espousing an openhearted, socially aware brand of rock that compensates for its occasional ham-fistedness with endearing sincerity. Through 27 albums, their songs of protest and peace have touched on everything from human rights to China's social contradictions to the aspirations of ordinary Hong Kongers. One of their most famous songs, 1990's Days of Glory...