Word: brandlis
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...Several other marketing experts question the wisdom of touting the GM brand at all right now, suggesting a dignified silence might be the best policy. "Even people who rave about their new Camaro really hate GM," says automotive-marketing consultant Brian Pasch. "[The company] should separate the loyalty for the brand from the anger at the bureaucratic mess that is the management...
...Absent its own benefactor, Real Madrid, the favored club of Spain's establishment, owes its deep pockets to a powerful brand and unrivaled commercial skills. Owned by 80,000 of its supporters, it's the richest soccer club in the world, with revenues of more than $500 million for the 2007-08 season, double the level of seven years ago. Free to negotiate its own broadcast-rights deal - top teams in England or Germany, say, must sell TV rights collectively - Madrid is halfway through a $1.4 billion, seven-year contract with broadcaster Mediapro. (See the 100 best TV shows...
...with that - the signing of Ronaldo and Kaká should give it another boost. Research published this week by Weber Shandwick Sport estimates the players to be worth $175 million a season in fresh revenue from increased shirt sales, sponsorship and match-day revenue. (Read "Brand It Like Beckham...
Americans don't need to use an SUV every time they go to the bathroom. Which helps explain why this spring a mainstream brand, Scott, started offering toilet paper made with 40% recycled fiber. Switching to such material could make a big difference: the NRDC estimates that if every household in the U.S. replaced just one 500-sheet roll of virgin-fiber TP a year with a roll made from 100% recycled paper, nearly 425,000 trees would be saved annually. (See pictures of the world's most polluted places...
...that manufacturers have to change them all the time," Gautier said. "It's difficult to stay in front." Gautier also explains that product-counterfeiting, as with legitimate industries, is frequently determined by geography, and some countries have developed expertise in certain products. Cambodia, for instance, is to knockoff name-brand cigarettes what Belgium is to quality chocolates. Malaysia pumps out pirated DVD movies faster than the Scots can sink single malts. And China? Secreted factories across China are copying just about everything you can imagine, says Gautier. "If there's money to be made, there's not much that people...