Germany Sporting Goods===Adidas
The constant evolution and re-investment in its brand has helped Adidas become one of the leaders in the industry, second only to Nike. The acquisition of Reebok and some well-chosen sponsorships have kept it in the headlines and, more importantly, on the shirts and sneakers of some of the world’s biggest sporting heroes. The tagline “Impossible is Nothing,” much like “Just Do It,” enables it to talk to consumers both inside and outside the sporting world, broadening its appeal as a sporty fashion brand with attitude.
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Switzerland Luxury===Rolex
Rolex is the world’s biggest luxury watch brand. The secret to its success has been a long-term view on its relationship with consumers, focusing on performance and continuity – something demonstrated by the great value collectors put on vintage Rolex watches. Recent investments follow this strategy, with enhanced after-sales services and distribution benefiting from increased spending.
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Korea’s national brand champion (and the world’s 6th-biggest car manufacturer) now adds, as standard equipment, many of the advanced features of its higher-priced rivals – from both western and eastern sides of the globe. Paralleling Toyota’s Lexus, Hyundai has launched an upmarket prestige car brand under the name Genesis, using the Super Bowl football broadcast – the world’s most expensive commercial air time – to publicize the new range and, along with a refined digital strategy, to promote the Hyundai brand in the US. As fuel prices soar, environmental concerns increase, and the economy shows signs of weakness, it is the smaller, cheaper, more efficient, far eastern manufacturers like Hyundai that stand to benefit.
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