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Author Archive

Brand Value & Pricing

Commanding A Premium Price

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Samsung Apple Brand Strategy

In a recent post on iMedia Connection, Millward Brown Optimor’s Pandora Lycouri and Dmitri Seredenko conclude that Samsung can’t buy love. In “Can Samsung Buy Love?” they contend that simply outspending Apple is not going to overturn the strong emotional connection with users that Apple has earned through consistent innovation and iconic style. Maybe not, but it might help Samsung charge a price premium over other brands.

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Brand Strategy

Brand Building With A Better Offer

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My friend and colleague Erik du Plessis once observed to me that “survival of the fittest” was really a misnomer and that it should be “death of the least fit.”

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Branding and Social Media

Brand Value And Facebook Likes

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Aegis Media has conducted an interesting experiment to identify the value of the number of “likes” a brand has on Facebook. Its basic conclusion is that a high number of likes do help improve brand perceptions. But that raises a chicken and egg question. Where do the likes come from in the first place?

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Branding and China

Is China Ready To Build Global Brands?

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David Aaker thinks that it will be decades before Chinese companies are ready to develop strong brands capable of competing on the global stage. While I do not agree with his blanket assessment, I can personally vouch for one of the reasons he cites for his point of view. Unless senior managers at Chinese companies value the power of branding, then investment in brand and advertising will likely be wasted.

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Brand Differentiation

Is Your Brand Destined For Sameness?

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It is an indisputable fact that purchasing in product and service categories obeys the law of Double Jeopardy. This is – stated at its most simplistic – an empirical generalization that higher market share brands achieve stronger customer loyalty than lower market share brands in the same category. But the thing that always intrigues me is whether all brands obey the Double Jeopardy law to the same degree all of the time.

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