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. It then carries that through in both the advertising and the dealership experience, making the whole brand strategy very well integrated—and very differentiated from the Toyota brand that consumers perceive as focused on durability and reliability. Luxury-minded car shoppers stuck between a financial rock and a hard place
The Masso Quarterly N6: Building intangible asset with corporate reputation
Người viết: Webmaster
27/07/2008
It is unquestionable to ask how important corporate reputation is! Whatever companies do is to create and maintain the reputation to stakeholders. However there is a big misunderstanding between corporate reputation and corporate communication, which is often indifferently perceived by Vietnamese companies. Companies could drive its reputation on the basis of good investment return, sustainable business growth and well risk management. On the other hand, corporate communication serves as the liaison between an organization and the public...
As many as 73% of web users have left a favourite website because of intrusive or annoying ads, according to research, with gambling and financial service ads coming off the worst. The research reveals the extent of resistance to badly targeted online advertising, particularly among younger consumers. The independent research, conducted by Opinion Matters for HowTo.tv showed that the figure rose to 84% among 25-34 year olds -- an increase of over 20% on the 2007 findings. In addition, as many as 59% of web users have stopped visiting a website because of
Celeb-backed campaigns flounder in saturated market
Người viết: Webmaster
27/07/2008
Consumers are suffering from 'celebrity fatigue', from an overexposure to celeb-led marketing campaigns, according to a new report from Datamonitor. The report by Datamonitor, claims that the cult of celebrity has reached a crossroads and an aging population means that audience growth is slowing. It says that marketers must therefore pursue new tactics to avoid the pitfalls associated with celebrity-backed campaigns or celebrity-branded consumer packaged goods. The celebration of fame has witnessed a dramatic upsurge in recent years, with reality TV, celebrity gossip magazines...
News & Articles 
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. It then carries that through in both the advertising and the dealership experience, making the whole brand strategy very well integrated—and very differentiated from the Toyota brand that consumers perceive as focused on durability and reliability. Luxury-minded car shoppers stuck between a financial rock and a hard place 
It is unquestionable to ask how important corporate reputation is! Whatever companies do is to create and maintain the reputation to stakeholders. However there is a big misunderstanding between corporate reputation and corporate communication, which is often indifferently perceived by Vietnamese companies. Companies could drive its reputation on the basis of good investment return, sustainable business growth and well risk management. On the other hand, corporate communication serves as the liaison between an organization and the public... 
As many as 73% of web users have left a favourite website because of intrusive or annoying ads, according to research, with gambling and financial service ads coming off the worst. The research reveals the extent of resistance to badly targeted online advertising, particularly among younger consumers. The independent research, conducted by Opinion Matters for 
Consumers are suffering from 'celebrity fatigue', from an overexposure to celeb-led marketing campaigns, according to a new report from Datamonitor. The report by Datamonitor, claims that the cult of celebrity has reached a crossroads and an aging population means that audience growth is slowing. It says that marketers must therefore pursue new tactics to avoid the pitfalls associated with celebrity-backed campaigns or celebrity-branded consumer packaged goods. The celebration of fame has witnessed a dramatic upsurge in recent years, with reality TV, celebrity gossip magazines... 
