Browsing: brands

Deutsche Bank Research forecasts above-average growth for the franchise economy in the coming years. The researchers presented their new study “Franchising in Germany is growing up”. In retrospect, the franchise economy, based on sales cooperations between self-employed entrepreneurs, has almost tripled sales in the past ten years from 13 billion euros in 1996 to 38 billion euros in 2006. According to the study, a further increase to 70 billion euros is predicted for 2015 using conservative calculations. New business fields in the healthcare sector, in education and in the environmental and energy sectors are seen as growth drivers. “Franchise is…

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The claim “Geiz- ist-geil” leaves consumers increasingly cold. Suppliers of branded goods have benefited from this development in recent months. This is the result of a study by Empirical Societal Research in Hamburg. While only 47.8 percent of German consumers said in 2005 that “branded goods are better in quality than unbranded goods”, this is currently 67.1 percent – and the trend is clearly rising. social researcher Dr. Christian Duncker finds this increase of almost 20 percentage points in just two years remarkable. Normally, such a process takes well over a decade. However, it can hardly be overlooked: Consumers no…

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‎What was once a 17% market share in Q2 2020 is now 6% globally for Huawei. This decline has given Apple and Samsung enough room to expand in the segment. ‎According to the ‎‎latest report‎‎ of Counterpoint Research’s Market Pulse service, apple continues to lead the premium segment with over 50% market share across all major smartphone markets in Q2 2021. Brands such as OnePlus, Xiaomi and Oppo have also conquered a large part of the market, but behind all this, there is a great contribution from Huawei which turned out to have a decline, due to US sanctions.‎ ‎What…

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For several years, the mobile operator E-Plus has been stirring up the industry with cheeky ideas and low tariffs. According to a report by the news magazine Spiegel, the company now wants to enter the advertising market. “The mobile phone provider consistently expanded tariffs and new offers. Simyo was followed by the Base brand with lucrative flat rate offers for the masses and a lucrative cooperation with the food discounter Aldi. Niche markets were also occupied. For example, E-Plus developed special brands and tariffs for Turks or Poles living in Germany,” writes Spiegel editor Frank Dohmen. Since these groups are…

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Campaign aims to reinforce the brand image and highlight the current market positioning ZipCode, a provider of information for direct marketing, credit, collection and anti-fraud, invested in a marketing campaign to celebrate ten years of its presence in the market. The campaign has a 100% digital focus, and will feature email marketing pieces and a special hotsite for the occasion. The channel brings information about ZipCode and the company’s ten-year history, in addition to the commemorative video, presenting the main concepts of the brand, relating them to major events of the last decade and the company’s development. The action will…

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Michael Schumacher advertises mineral water, Kevin Kurányi for nut nougat cream and Kati Wilhelm for a bank. Scientists from the University of Mainz investigated the influence athletes have on consumer attitudes towards a brand and its products. “The result was clear. Advertising with athletes can result in a significant image boost for a company,” summarizes Johannes Vogel from the Marketing Department at the University of Mainz. A particularly important facet is the credibility of the athlete, explains marketing professor Frank Huber. “Consumers transfer their attitude towards the athlete to the brand,” Huber continues. “Conversely, a poor image of a brand…

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The University of Kiel, together with Oregon State University in the USA, identifies five design types and explains which style is most suitable for which type of brand and thus for which group of buyers. For many consumer items – from wine to perfume to sunglasses – the design can be reduced to just five basic types, the researchers sum up and categorize them according to the attributes “massive”, “rich in contrast”, “natural”, “delicate” and “inconspicuous”. . “Certain brand personalities are more or less well communicated by certain design types. If you know how a customer reacts to packaging, you…

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Brands make nations? Why do we falter reading this short sentence? Because we habitually assume that causality in the opposite direction is natural: nations make brands. What does “Nations make brands” mean? Brands use their origins to position themselves more promisingly in global competition. They try to capitalize on people’s long-established assumptions or beliefs about the particular strengths of entire nations. A car “Made in Germany” must be characterized by German engineering skills, people around the world believe. With the suit “Made in Italy” everyone becomes a passionate lover. And the “Swiss made” luxury watch conveys that extra touch of…

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Email marketing increases brand awareness, increases advertising recall and activates immediate purchase. The online advertising format email not only aims at clicks and sales, but has a proven effect far beyond that. This is shown by a current study conducted by eCircle AG Munich with the consumer goods manufacturer Unilever and the research partner ENIGMA GfK for the launch of the new product Knorr “Iss farbenfroh”, a new brand in the field of ready-to-eat products and packet soups from Unilever. The investigation took place in February of this year as part of a launch email campaign. In addition to the…

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Louis Vuitton is by far the most valuable luxury brand in the world, according to the Interbrand study “The Leading Luxury Brands 2008”. But although the French leather goods manufacturer leads the ranking with a brand value of 16.72 billion euros, compared to Gucci with 6.39 billion euros and Chanel with 4.92 billion euros, even a luxury manufacturer is not immune to crises. “The recent success of luxury brands in expanding their markets has made them more vulnerable. However, the past also shows that crises are usually milder for this sector than for other industries and that it recovers much…

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