branding

If you want to know the time, you can easily go out and pick up a cheap plastic watch for your wrist. With the advent of smartphones that we all carry…

As part of their communication efforts, companies have used and abused actors, athletes and celebrities as brand ambassadors who endorse and become the face of their brands. The pairings of…

Those of us living in Lebanon can’t but notice the recent profusion of ads featuring celebrities promoting different causes: actors and athletes encouraging people to drive carefully, well-known female figures…

The recent news of Kraft naming its global foods company “Mondel?z International” has sparked controversy in the business world, with Forbes describing the move as one that raises a “huge…

Life is tough for Lebanese designers. Despite unreliable spending and tourist numbers in a contracting economy, retail rents per square meter per year range from $400-$2,000 in malls, and are…

The role of branding products to increase their value and profitability is given serious import in the commercial world. Building familiarity, trust and loyalty to brands is at the core…

Roger Dubuis (RD) is a Geneva-based horology manufacturer that specializes in luxury watches and was acquired in 2008 by the Richemont group. It sells its products through distributers in the…

In the immigration hall of Cairo International Airport above the booths where customs officers process travelers’ passports, visitors idling in the queues now see is a picture of a young…

    Until late February Syria had remained, much to the bewilderment of headline-hungry newspaper editors, immune to revolutionary revolt. When Tunisian-inspired unrest began rippling across the region, the regime…

  A company has a brand whether they want it or not” is a popular adage for explaining the importance of branding as a discipline. And, according to a recent…