Неужели мой бренд уже не в центре внимания?

Kevin Forssmann, “Is My Brand Losing Focus?”, public translation into Russian from English More about this translation.

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Is My Brand Losing Focus?

Неужели мой бренд уже не в центре внимания?

History of edits (Latest: saloop 9 years, 2 months ago) §

Is my brand losing focus?

Неужели мой бренд уже не в центре внимания?

History of edits (Latest: saloop 9 years, 2 months ago) §

The Toyota brand could not stretch its image enough to be perceived as a luxury brand, so the company introduced a new brand for the upscale market: Lexus.

Компания "Тойота" не в состоянии поддерживать свой имидж, чтобы быть лучшей. Именно поэтому она представила новый бренд для элитного рынка - Lexus.

History of edits (Latest: saloop 9 years, 2 months ago) §

Lexus starts its luxury positioning with the auto itself, featuring pleasing designs and high-quality materials. It then carries that through in both the advertising and the dealership experience, making the whole brand strategy very well integrated—and very differentiated from the Toyota brand that consumers perceive as focused on durability and reliability.

Luxury-minded car shoppers stuck between a financial rock and a hard place may find relief in Renault’s new heavily revamped company, the Romanian firm, Dacia. The purpose of the Dacia Logan car is to allow Renault to reach a new demographic similar to that of Toyota with Lexus.

Strong brands build trust and esteem with positive experiences by being original, clear and honest and then delivering these experiences without losing focus on what the brand represents.

Some brands have done it so well that over the past years they have even become synonymous with their particular product category; for example, when consumers think of tissues, ketchup or instant coffee, they'll conjure images of Kleenex, Heinz and Nescafe.

A well-crafted positioning statement is an essential part of a complete brand messaging system, but some brands have lost focus over time while still others have failed to exploit opportunities to branch out into new categories. If a brand tries to become everything—or even always the same thing—to everyone, it starts losing focus and projects a confusing scenario.

It is both natural and important for companies that have successfully built up equity in a brand to constantly consider ways to leverage that asset. As companies look for ways to develop growth opportunities, they often find it is prudent to build on top of what they already have rather than reinventing the wheel every time. This means that companies have a responsibility to consider ways to extend their brands in new directions.

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