‘If they don’t want girly beers, what DO women want?’ this was the headline to an article in The Grocer magazine (22nd February 2013) about how beer brands are falling flat by failing to communicate to women simply because they are branding them pretty and pink.
Understanding brand positioning and techniques for effective brand positioning. First some clarification may be needed of what we mean by brand positioning as even within the Marketing industry there is no standard definition. Some people will call it brand architecture, brand essence, brand key/onion/house… call it what you will, what we mean is the process of setting out what a brand promises to and should stand for in the eyes of its target consumer. Brand positioning is the full view, often made up of component parts that include all of some of: Read more…
Added Value has a wealth of luxury expertise across many sectors and countries. So we were thrilled to be asked to write a chapter for “The Luxury Market in India: Maharajas to Masses” book published by Palgrave Macmillan, released 28th September 2012. Here’s an extract from our chapter, written by Melanie Puddick one of our luxury experts, as a sneak preview.
