The troubled economic environment in Europe and Nokia's weakened brand status posed challenges that were hard to overcome in just one quarter.
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As Messrs Grossman and Shapiro also point out, a luxury brand confers status only because it is exclusive.
Start-ups like Fab and ILikeWhatYourWearing.com have asked them and, by revolutionizing the status quo online retail experience, they have an easier time positioning themselves as a next gen brand against the status quo.
Product and SEO teams scrambled to implement a fix, get it approved by Google's arbiters and regain the brand's Google status.
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Like couturiers and chefs before them, perfumers are stepping out from behind the brand names and becoming status symbols-- and selling points--themselves.
My belief is that the brand will retain its star status if and only if the ride is worth cheering about and the value is there.
Goldkorn thinks Apple's success in part lies in its products' expensive prices, which has given Apple the status of a luxury brand.
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And of any brand for which he predicted a status quo market share in three years, Chrysler is the one that has the best chance of nudging its share upward by 2017, Murphy said.
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Cult status does not exempt a brand from turbulence, though it may help them recover.
Some would say it is easier to challenge the status quo as a technology brand.
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Boston Beer Company, famous for its Sam Adams brand, for years made much of its status as a company that subcontracted production.
The agency could also be granted a royalty agreement for the time its work supports a brand, even after it loses its AOR status.
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It is a leading brand in emerging markets, seen as a status symbol in a few countries, and as we have gotten a taste of in the press, the brand does have a few tricks up its sleeve: innovations in keyboard technology, motion sensor technology, as well as in cloud computing that will meet the growing needs of enterprise customers.
For audiences suffering from blockbuster fatigue (seven of the top ten earnings films of the year have been released this summer) the power of the brand might not be enough to propel Captain America to blockbuster status.
Although Apple brags about its leading status for public consumption (which is good for the brand), it remains wary of overconfidence internally.
The success of Proenza Schouler's luxe PS1 three years ago may have been a turning point, both for the brand and for satchels themselves, which gained "It bag" status.
They want to know everything: your relationship status, your income, your allergies, your preferred brand of toothpaste, how you like your eggs -- all those sundry habits, peeves and predilections, even the ones you didn't know you had.
In this context, then, it is interesting to watch the evolution of Panasonic, the heritor brand of Matsushita, a venerable name that never quite reached the status of zaibatsu or keiretsu (another type of Japanese conglomerate), but still narrowly missed being broken up in the industrial reforms that took place in post-World War II Japan.
It goes without saying that a brand that has to be sold at a discount simply cannot maintain an elite status for long.
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By striving to improve the status quo and develop groundbreaking products like the Pogo Stylus, the Ten One Design brand is dedicated to being first and best.
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"These acquisitions are absolutely vital to helping Tata achieve status as international company, " says Morgen Witzel, author of Tata: The Evolution of a Corporate Brand.
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