is a symbol that distinguished a product made by one firm from the others BRAND CLASSIC is a brand that belongs to the past, to tradition LUXURY is an expensive brand, an elite brand A Quality safety design symbol fashion origin Manuela Nucci

Almost every fashion label brands is manufacturing in ASIA is an example But the top luxury brands will continue to be seen as European Europe A brand is a set of associations in the mind of the consumer and one of these is the country of origin

TRADEMARK is a formally registered name or symbol identifying the origin of a product or service registered trademark A A offers exclusive use legal actions licenses and franchises difference from competitors

NIKE Adidas Reebok COMPETITION STRATEGY: celebrity athlete endorsement product design advertising c o m p e t i t i o n c o m p e t i t i o n

design function size increasing population young people NOKIASAMSUNG function size

ADVERTISING is an attempt to get the right message to the right people at the right time The Nike mission to bring inspiration and innovation to every athlete in the world and to wake up the consumers Advertising campaigns original revolutionary daring transparent consistent

QUALITY reliability value for money durability authenticity well designed hand made a bargain expensive cheap q u a l i t y q u a l i t y q u a l i t y q u a l i t y

is a German manufacturer of high quality domestic appliances, commercial equipment and fitted kitchens “forever better” produce component locally costs are higher legendary quality innovation longevity difficulty generations are more costs conscious Miele “Miele is like a permanent promise that must be kept”

ORGANIZATION is a cleaning company located in the heart of Helsinki original and coloured office decentralize responsibility abolish the rules assist the consumers abolish titles training program eliminate paper “people work better if they are happy while routine kills them” “ k i l l r o u t i n e b e f o r e i t k i l l s y o u ! ”

LEADERSHIP What makes a good leader? decisive, motivated, adventurous, energetic honest, humane, understanding, flexible charismatic, informal, balanced IKEA The leader is Kamprad charismatic informal a no ordinary multi-billionaire the 17th richest person in the world affectionate attentive to detail long term planning Philosophy well-designed furniture reasonable prices “live your life, love your home”