Kappa's Brilliant Renaissance

Topics:
Brand Management,
Brand Strategy
Tags:
Brand,
Branding,
Kappa,
Marketing
Source:
LABBRAND China Consulting

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Overview: For those who have a walk along the crowded street of Shanghai, or any another Chinese city, they cannot help but notice that the distinctive "Omini" logo that Kappa prints on its apparel are all over the place. Yet, it has not always been like this. On the contrary, when Kappa first entered the Chinese market, it met no warm welcome from local consumers. Looking at how successful the brand is today, Labbrand decided to look at its development in the country in order to bring forward a practical example of a foreign brand that overturned its fortune in China by investing in branding.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: HTML | Date: Sep 2008 | Pages: 7

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