Re: Branding, domain names et al.

Leni Mayo (leni@moniker.net)
Thu, 29 Oct 1998 14:48:01 +1000

Global - Brandz Quantifies Consumer Brand Loyalty
http://www.globalvue.com/database/ecast_format.hmx?articleid=160
A new brand research methodology has been developed and
rolled out to gauge not only awareness but also brand
loyalty across U.S., Brazil, U.K., France, Germany,
Japan and China. Perhaps most importantly, the study
looks closely at the factors behind consumers' purchase
decisions. In looking at the rationale for purchase, the
study reveals that many consumers may be affected more by
the price of a foreign product versus a stronger bond with
the brand. Via this one sentence, the article illustrates
one of the largest opportunities and challenges facing
those doing business across regions. How do you ensure that
products have local relevance? Source: Marketing Magazine
(Canada)

Global - A Brand Too Far?
http://www.globalvue.com/database/ecast_format.hmx?articleid=159
Here is a fascinating look at Virgin~Rs somewhat tarnished
global brand. With Virgin Trains, Virgin Direct banking
services, vodka, and cola now sharing a brand with Virgin
Atlantic and a music conglomerate, a reasonable concern
is that the brand is being stretched too far. Virgin
representatives, who see themselves as a branded venture
capital house, refute that the brand is being diluted
but acknowledge that the two largest stumbling blocks
are generational and geographical perceptions. Source:
Marketing (U.K.)

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