One of the significant marketing changes in the past decade involves the dramatic increase in the variety of ways in which consumers can express their identities, A key driver of this change has been the growth of one...One of the significant marketing changes in the past decade involves the dramatic increase in the variety of ways in which consumers can express their identities, A key driver of this change has been the growth of one-to-one marketing and mass customization, This trend has led many companies to rebrand and reposition their products or services focusing on functional attributes to focusing on how they fit into a consumer’s lifestyle, In the recent years, we have seen a growing trend of rebranding in India such as Vodafone, Airtel, Hero MotoCorp (erstwhile Hero Honda) to media channels to across different industries, This trend has compelled several business conglomerates to rebrand and get a makeover of their products and services, These organizations, while conducting the rebranding exercise, emphasize on concentrating on the functional attributes to how they fit into a consumer’s lifestyle which are received very well by business houses, By revitalizing their brands, business houses are ready to face a tough challenge in the marketplace and earn a respectable market share too, The rebranding exercise of Hero MotoCorp provides fascinating insights, The drivers and methodology adopted by the two-wheeler manufacturer which includes the makeover of the brand architecture, brand name, brand logo and the positioning with the theme of creation, renewal and re-energizing the brand are worth mentioning.展开更多
GUO Lanzhen, a 47-year-old rural woman in Donggaocun Town of Pinggu District, northeast Beijing, is a salt of the earth farm- er： rugged, resourceful and reliable. But this creative soul possesses a skill that is as ...GUO Lanzhen, a 47-year-old rural woman in Donggaocun Town of Pinggu District, northeast Beijing, is a salt of the earth farm- er： rugged, resourceful and reliable. But this creative soul possesses a skill that is as far removed from farming as classical music is from rock and roll. Guo makes violins. ＂I have been working on making the in- struments for 14 years＂ Guo, now a worker at Huadong Musical Instrument Factory, told ChinAfrica. In Donggaocun, nick- named the ＂home of violins＂ about 3,500 farmers like Guo, in a population of 33,000, are engaged in the violin-making.展开更多
China has mapped out a detailed plan to make Shanghai an international financial and shipping hub An economic center,a financial center,a shipping hub,a
文摘One of the significant marketing changes in the past decade involves the dramatic increase in the variety of ways in which consumers can express their identities, A key driver of this change has been the growth of one-to-one marketing and mass customization, This trend has led many companies to rebrand and reposition their products or services focusing on functional attributes to focusing on how they fit into a consumer’s lifestyle, In the recent years, we have seen a growing trend of rebranding in India such as Vodafone, Airtel, Hero MotoCorp (erstwhile Hero Honda) to media channels to across different industries, This trend has compelled several business conglomerates to rebrand and get a makeover of their products and services, These organizations, while conducting the rebranding exercise, emphasize on concentrating on the functional attributes to how they fit into a consumer’s lifestyle which are received very well by business houses, By revitalizing their brands, business houses are ready to face a tough challenge in the marketplace and earn a respectable market share too, The rebranding exercise of Hero MotoCorp provides fascinating insights, The drivers and methodology adopted by the two-wheeler manufacturer which includes the makeover of the brand architecture, brand name, brand logo and the positioning with the theme of creation, renewal and re-energizing the brand are worth mentioning.
文摘GUO Lanzhen, a 47-year-old rural woman in Donggaocun Town of Pinggu District, northeast Beijing, is a salt of the earth farm- er： rugged, resourceful and reliable. But this creative soul possesses a skill that is as far removed from farming as classical music is from rock and roll. Guo makes violins. ＂I have been working on making the in- struments for 14 years＂ Guo, now a worker at Huadong Musical Instrument Factory, told ChinAfrica. In Donggaocun, nick- named the ＂home of violins＂ about 3,500 farmers like Guo, in a population of 33,000, are engaged in the violin-making.
文摘China has mapped out a detailed plan to make Shanghai an international financial and shipping hub An economic center,a financial center,a shipping hub,a
