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While Apple was a pioneer in this space, many others like the Nespresso brand have followed suit.
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Such machinations may suit brand-owners and generics makers whose old enmity is fading in other ways too (see article).
ECONOMIST: Generic drugs and competition
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It also believes it does not suit the brand image to sell the designer jeans alongside tins of baked beans.
BBC: Jeans battle goes to court
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For global marketers, take note of the fact that although brand awareness is rising, there seems to be little sign that brand loyalty is following suit.
FORBES: China Is Embracing Thousands of New Brands. Hello Opportunity.
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We weren't given any dates or specs for this piece of kit, but if all goes well, we may well see a brand new full-body suit at CES 2012 in January, so stay tuned.
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Stein, who once sued General Motors for discontinuing the Oldsmobile brand name, filed the first such suit in 1999.
FORBES: Magazine Article
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Who actively want to become part of it, a ready-made army of loyal brand advocates who encourage others to follow suit.
FORBES: Advertising 3.0 - Movement Marketing
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Gone are aspirations to acquire the must-have brand-name purse and thousand-dollar bespoke suit.
FORBES: Meet The Millennial 1%: Young, Rich, And Redefining Luxury
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Moreover, we believe Nike could recover its growth pace in China as it is taking steps to bring down its regional inventory levels, increasing its marketing activities to enhance its brand image, and realigning its product portfolio to suit Chinese preferences.
FORBES: Why Nike Will Outpace The Sports Apparel Market's Growth
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If Target is any guide, it is possible to ring the changes to suit different demographic groups and urban mixes without diluting the brand.
ECONOMIST: Merger at the mall | The
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The short term political fallout of the suit, however, has already been revealed, albeit in a slightly different arena: brand perception.
FORBES: After Lawsuit, Wal-Mart's Brand Down Among Dems and Up Among GOP