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Nigel Hollis, Author at Branding Strategy Insider - Page 4 of 10

How Copycats Leverage Brand Equity In China

I suspect that everyone knows that copying is big business in China. Copying can range from specific products to entire stores (as in the case of Apple). But it took a visit to Qingdao to remind me that sometimes all you need is to leverage an existing brand’s equity to make money. You can just take a well-known brand name and stick it on your own product and package.

Has Your Brand Fallen Into A Meaning Trap?

I recently came across this McKinsey Quarterly paper by Harvard Business School professor, Teresa Amabile, and co-author, Steven Kramer. The paper proposes four traps by which senior management can accidentally undermine the motivation of their staff. And it makes me wonder if those same traps can undermine a consumer’s allegiance to a brand.

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