When asked about the importance 
of brand building, Hans asserts, “To become a profitable world leader it is not enough to have lower costs. Building up of a strong brand is a vital asset to a consumer durable company like us.” He feels that while manufacturing is getting commoditised, products are not. In fact, people are getting more and more personalised with products and want to own brands they aspire for. Hans illustrates with an example, “For people who aspire for a Mercedes or an Audi, Kia is never the brand to buy.” And he wants Electrolux to be the brand people aspire for. The company wants to be, as Hans says, the “BMW of consumer electronics”.
of brand building, Hans asserts, “To become a profitable world leader it is not enough to have lower costs. Building up of a strong brand is a vital asset to a consumer durable company like us.” He feels that while manufacturing is getting commoditised, products are not. In fact, people are getting more and more personalised with products and want to own brands they aspire for. Hans illustrates with an example, “For people who aspire for a Mercedes or an Audi, Kia is never the brand to buy.” And he wants Electrolux to be the brand people aspire for. The company wants to be, as Hans says, the “BMW of consumer electronics”.For Complete IIPM Article, Click on IIPM Article
Source: IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Read more:-
Source: IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Read more:-
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