An Ocean of Brands
Swimming Among Sharks

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Author(s): Laura Ruvalcaba, Deborah Elkes
Collection: Latin America 2008
Keywords: Brand Research

ESOMAR Best Paper Award 2007/2008
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As markets evolve it is becoming more difficult for brands to differentiate. They are competing in the same ocean, with sharks and species as dangerous and aggressive as they are.

Brands with a strong emotional link will be at the top of its category. While brands must encourage the sense of belonging to a group, at the same time brands should generate the feeling of being customized without losing the attractiveness of pertaining.



Date of publication: 13.05.2008
ISBN: 92-831-0221-5
Order Code: S329_07
Number of pages: 9

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