Brand Rivalry
The Toyota brand could not stretch its image enough to be perceived as a luxury brand, so the company introduced a new brand for the upscale market: Lexus.
Lexus starts its luxury positioning with the auto itself, featuring pleasing designs and high-quality materials.
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Brands That Have Succeeded Without Losing Their Core Brand Attributes:
Nivea has grown from one signature product to over 300, encompassing fourteen product categories. But all of its products appeal to an intellectual concept of beauty as “more than one ideal.” By maintaining a rock solid consistency in its brand messaging, verbally and visually, Nivea has made each new product add to the success of the whole.
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