[Photo: courtesy of Flavia Bocco]

In her article “Branding & Negative Associations: Burberry,” Guest writer Jennifer Tobias discusses how Burberry’s cheapening image is a cause of concern to a company that has just managed to claw its way back to the top of the luxury market after decades of decline.  Read the full article in the Papers&Articles section of our site.

[Photo: courtesy of Julian Bedel]

I recently stumbled upon an interesting older article from a site called JapanInc., discussing the power of foreign brands in Japan throughout history.  The article begins detailing the success of US ice cream producer Häagen-Dazs, probably the most famous example of a “constructed” brand. The Häagen-Dazs founders chose the Nordic-sounding name (which is, in fact, gibberish in all languages) in the 80’s when they started the brand — the name was chosen to give the expensive ice cream an ‘imported’ appeal.  The article develops this idea in relation to Japan, and discusses how Japanese brands with invented foreign names dominate the market.* This article got me thinking about the power of foreign brands in Argentina, and how Argentine consumers perceive imported goods. Read the rest of this entry »