TITLE

New Zealand goodness crosses the Tasman

PUB. DATE
August 2006
SOURCE
B&T Weekly;8/4/2006, Vol. 56 Issue 2575, p13
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the efforts to build up the New Zealand beauty-product label, Living Nature, in Australia. One strategy was to hire television celebrity Antonia Kidman as the brand ambassador. Kidman was conceived to be fantastic for the female grooming label because she shared the same ethics as the brand itself. Her role will involve public-relations activities rather than being the advertised face of the brand.
ACCESSION #
22634525

 

Related Articles

  • Creating brand harmony. Petromilli, Michael; Morrison, Dan // Marketing Management;Jul/Aug2002, Vol. 11 Issue 4, p16 

    Brand architecture has become an important component of both a business' brand and business strategies, but it's rarely used as the strategic weapon it's meant to be. When used strategically, however, a well-structured brand portfolio can drive growth for forward-thinking businesses and help the...

  • Brands You Can Count On. Pierce, Andrew; Moukanas, Hanna; Wise, Rick // Marketing Management;Jul/Aug2002, Vol. 11 Issue 4, p22 

    Brand portfolio management directly affects corporate profitability. Ill-defined and overlapping brands in a portfolio can erode price premiums, weaken manufacturing economies, and lead to sub-scale distribution. Effective brand portfolio management begins by examining each brand's equity and...

  • Follow that brand. Stott, Charlie // Brand Strategy;Jun2005, Issue 193, p32 

    Focuses on the importance of brand strategy to the success of business. Difficulty of marketing officers to convince senior colleagues of the benefits in making brand strategy core to the company; Use of brand as strategic tool; Need of marketing officers to manage brand process with accuracy...

  • Take no notice, it's just the great conversationalist talking. Murray, Iain // Marketing Week;11/17/2005, Vol. 28 Issue 46, p86 

    The article presents information on the advertisement of a brand of Scotch malt whisky. Marketing's deeper thinkers have long argued that there is something metaphysical, possibly transcendental, about a brand. There are hundreds of brands of whisky and although each has a unique flavor, that...

  • Brand Extensions in Confectionary; The Mars Delight. Lane, David; Sutcliffe, Antonia // Marketing Review;Spring2006, Vol. 6 Issue 1, p85 

    The concept of brand extension has been considered for several decades, drawing of work by Tauber (1981). Effective branding requires an understanding of areas such as segmentation, targeting and positioning which are critical in developing a successful brand management strategy. This research...

  • Above and beyond. Keane, Miriam Jordan; McMillan, Zitah // Brand Strategy;Nov2004, Issue 187, p30 

    Explains why mass and luxury brands must adapt themselves as premium brands become the norm. Volume growth from expanding luxury sector; Impact of mass democratization of luxury on brands; Fashion designers' creation of the concept of diffusion lines; Component of the supraluxury brands.

  • Mark Ritson's seven rules of brand management.  // Marketing Week (Online Edition);7/11/2012, p6 

    The article shares several tips for brand management. Brands should remember their roots or origin because strong brands come from people, places and times. To stay consistent, brands need to change. Brands should also play with their codes to balance modernity and heritage. Marketers should...

  • The 5-Ton Elephant Returns. Gordon, David; Ray, Allen // Electrical Wholesaling;Mar2007, Vol. 88 Issue 3, p34 

    The article focuses on the manufacturers' perspective on private labeling. According to the author, many name-brand manufacturers may reject the idea of private labeling, but fear that their electrical distributors will aim to private-label high-volume stock-keeping units (SKUs) and reduce their...

  • Cheap substitute. Slater, Will // Brand Strategy;Jun2005, Issue 193, p34 

    Focuses on how brands can respond to switch selling when a cheap substitute is sold in the name of their brand. Need to incur the expense of creating a new brand; Importance of monitoring the market and competitors; Assessment of the widespread of switch selling of brands.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics