Canada Consumer Electronics===Black Berry
It was only a matter of time before the brand, ubiquitous with corporate users, reached out to a wider consumer base and hit the big time. By concentrating more on style and introducing pocket-friendly models like the Pearl and Curve, the brand now appeals to an audience eager to embrace smarter phones with internet and email on the move. The only cloud on the horizon for Black Berry could be the threat of Apple’s i Phone as the ultimate business phone. But with a raft of new 3G products of its own in the pipeline, such as the Bold, a flip-phone, and Black Berry’s first touch-screen model – the Thunder – the world’s addiction to the nifty little devices looks set to continue.
United States Personal Care===Kleenex
Saddled with a brand name that’s in danger of being seen as a generic descriptor like Roller blades or Walkman, Kleenex is once again trying to build equity in its brand name. Sponsorship of the Beijing Olympics gives a relevant (yet expensive) tie-in for award-winning tear- jerkers that work nicely with its emotional “let it out” campaign.
Porsche has grown strongly in emerging markets like the Middle East, Russia, India, and China, where there is a growing demand for conspicuous status symbols with heritage. By broadening its product range with models like the Cayenne, Porsche has managed to appeal to a broader demographic, shedding the stigma of being an†80s Yuppie plaything, and has adopted a more grown-up, family-friendly persona. The build quality means they hold their value well, which is particularly positive in the current climate.
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