Brand Imagery – How Apple as a Brand has it embedded The Apple brand is associated with sophistication and technology. Apple products are generally bought by computer and fashion savvy customers rather than the usual computer user. This is because…

Brand Performance – How Apple has it in its DNA In terms of brand performance, I think Apple has set the highest benchmark for others to follow. Their products are of very high quality offering very good options, ease of…

Brand Salience – look at Apple in terms of the CBBE pyramid I first heard about the Apple brand when I was about 12 years old when my father bought a macintosh pc. It was the first PC that my…

Russia fertile grounds for luxury brands While British consumers are beset by headlines detailing the value being wiped off their homes, last month Elena Baturina, Russia’s richest woman, allegedly shelled out £50m to purchase Witanhurst – the second-biggest house in…

Few would argue against the need for corporates to embrace social responsibility, a subject discussed at length over the last several years. Why raise it again? Because, for the most part, CSR has not been integrated into doing business –…

In just three months from now, ‘Hamara Bajaj’ could become ‘Hamara Pulsar’ or ‘Hamara Discover’. And the man presiding over this mega transition will be none other than a Bajaj himself – Bajaj Auto Managing Director Rajiv Bajaj. The country’s…

The changed logo and redesigned packaging aim to bring about a unified new look in all the products under the Horlicks portfolio. GlaxoSmithKline has revamped its flagship brand, Horlicks, after a gap of seven years. The changed logo and redesigned…

The Brief “Gold Fish” is Israel’s biggest print competition for over 16 years now. The company was looking for a new way to motivate as many Israeli ad agencies as possible, to send in their best work of the year.…