search query: @indexterm Brand names / total: 212
reference: 24 / 212
| Author: | Prince, M. |
| Title: | Diamond geezers |
| Journal: | Business Strategy Review
2005 : SPRING, VOL 16:1, p. 22-27 |
| Index terms: | Marketing Brands Brand names Products Consumer behaviour |
| Language: | eng |
| Abstract: | Why is a diamond ring from Cartier more precious than one from Wal-Mart? Prestige brands (hereafter as: p-br./p-brs.) are premium priced, high quality, available from prestigious vendors, and have a premium in the eyes of consumers setting them high above their rivals. This article discusses the secret alchemy that turns an aspiring brand into a p-br. It relates the factors linking p-brs. to customer markets and outcomes. |
SCIMA