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Home Page  Vladimir Djurovic |
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Vladimir Djurovic is the founder and Managing Director of Labbrand, a Shanghai based innovative brand agency specialized in brand research, strategic and creative services. Labbrand website at: http://labbrand.com/ is also the portal to Labbrand branding blog: http://labbrand.com/english/news_and_articles.php/
and reviews of branding related hot topics, with a special focus on China. Sort By: Date | Popularity
 Product Placement in China: A Branding OpportunityThis article will give an overview of product placement, discuss the brands featured in a popular Chinese TV show "Meteor Shower", and review the successes and the mistakes they made. As we will see, product placement can contribute to brand stature and increase brand equity. Chinese Transliteration Strategies for Foreign Brand NamesPresenting a strong brand in the Chinese language can be considered a necessity for an international firm entering the Chinese market. The literary nature of Chinese language forces firms to carefully consider the character combinations of their brand names before launching their products and services in China. Using Twitter to Build Brand EquityWhile companies find their customers are spending much less money during the economic downturn, they turn to Twitter to help build their brands, promote their products or services, and keep in touch with both loyal and potential customers. Semiotic Analysis and China’s Bottled Water MarketMichael Levine, author of A Branded World, stated: “In branding, as in magic, the effect is lost if the effort is visible” (Levine, 2003, p. 5). Therefore, branding is, in some ways, entirely semiotic, and conveying the intended message using signs and symbols is crucial for effective branding. Sound Branding: Building a Sound IdentityAn effective brand identity is commonly perceived as a good brand name and logo, trendy package design ― dimensions which mainly concern visual senses. However, this common perception of branding is incomplete. Human beings have five senses, so why would brand strategists leave four of them aside? Over the past few years, senses other than sight have been explored by brand experts and marketers. A new area of focus is now sound branding, which will be explored in this article. Branding for Business-to-Business CompaniesWhen you think of a great brand, what comes to mind? Some of the most valuable brands in the world today include Google, Microsoft, Coca Cola, IBM, McDonalds, Apple, and China Mobile. These companies have successfully built brand equity and are well established in consumer’s minds. Your target consumer determines your brand strategy, and there are key differences when branding for business-to-business (B2B) as opposed to business-to-consumer (B2C) companies. Brand Naming in “Different” ChinasTo tap the large Chinese markets, several foreign firms have seized opportunities to develop their Chinese presence through local investment in branding. Through rigorous branding, they were able to simultaneously gain footholds across different regions in the Chinese-speaking world. The Poetic Dimension of Chinese Brand NamesA great brand name is one of the most important assets of a company1. It conveys the brand identity, it tells people what the company does and why it does it better than others, and it gives space for creative design and communication developments.
The nature of the Chinese language makes the art of naming brands and products even more complicated: characters have “multilayered” connotations and the slightest change in pronunciation can greatly alter the meaning of a word. Chinese Luxury Brands on the MoveChina’s growing affluent consumer segment has been attracting worldwide luxury brands for a long time. Gucci, LV, Zegna, and many other top brands tapped into the Chinese market in the early nineties, long before it started generating revenues. It seems clear now that the Chinese luxury consumer market, which did not even exist a mere 20 years ago, is on the path to dominate top end retail.
But what about domestic luxury brands? Chinese Low-Priced Consumer Goods Market Calls for Powerful BrandsAs anyone who has been to the supermarket in Shanghai knows, the Chinese consumer goods market is highly established and saturated. Many firms believe it is better to neglect brand strategy and compete on price alone. In this article, however, we will argue that branding is just as important for low-priced products.
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