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NBC 09 – Brands and Social Networks

Tim Lucas — Tue, 20 Oct 2009 19:22:45 +0000

here are clips from the NBC event we didnt have time to show today – ill be writing more on our thoughts on Brands and Social Media later in the week

just by chance i found this article about democratisation of social networks in the US from the excellent Pew Life project

http://www.pewinternet.org/Presentations/2009/41–The-Democratization-of-Online-Social-Networks.aspx

Green Marketing and Consumers in Brazil – 3

Tim Lucas — Thu, 19 Jun 2008 16:24:36 +0000

To mark the UN Environment Day, TWRAmericas undertook a series of discussion groups with Brazilians to look not only at the issues as they relate to consumers in Brazil but also broader issues of sustainable development and ethical consumerism. The groups approached a broad range of subjects including current behaviours and responses to a range of ‘green’ advertising and activities by brands. Their are a series of 5 video clips with the thoughts of the participants. Please feel free to add your own own comments or thoughts on the issues discussed.

In this third section of clips respondents discuss a number of issues surrounding their own behaviour and what might influence this in the future along with some potential measures which governments might adopt to better assist consumers act in a more ecologically sympathetic manner.

Caloi calls on brand heritage for new marketing activity

Tim Lucas — Sun, 25 May 2008 19:26:30 +0000

One of Brazil’s longest standing brands announced a makeover in its visual look last week in an attempt to “rescue an identity lost in recent years”. With a campaign set to run across different media platforms, Caloi aims to return to its once dominant position in the Brazilian bicycle market. With the launch of a new website and campaigns across the Cartoon Network and Telecine, Caloi also aims to launch events at airports to promote its 110 years of bicycles in Brazil. The brand was born in 1898 when the Italian Luigi Caloi arrived in Brazil and founded the company in Sao Paulo, originally importing bicycles from Italy but after difficulties experienced during the Second World War the company began making their own bikes. The company reached its peak in terms of public awareness during the 1970’s with TV ad campaigns such as this here…

In the 1980s Caloi were joined in the national market by Monark whose target market was more the adult cyclist while Caloi focused on the youth market. Though having a limited public profile the brand has increasingly attempted to use niche marketing techniques and sponsored sporting events aimed at young people. The company ceased to be a family owned entity in 1999 when the company was sold. The brand now incorporates not only bicycles but a range of fitness products. The company also has a US subsidiary opened in the 1990s and based in Florida. The US based Caloi, now big in the cruiser market, moved from mountain biking into the road-racing market and for some time co-sponsored the Motorola-Caloi team. Among those cyclists who rode Caloi bicycles designed by Eddie Mercx, was Lance Armstrong, as the main athlete.
Source – Geocorp

Brazilians and Luxury Brands

Tim Lucas — Sun, 02 Mar 2008 19:57:04 +0000

We were interested to read on the BBC Brasil site this week that according to recent research Armani (37%) and Christian Dior (28%) are the luxury brands most desirable amongst Brazilians consumers. On face value of some interest to know more about the aspirations of consumers in a time of economic growth. However as the research itself highlighted only 18% of Brazilians purchase luxury brands. Thus the value of brand naming amongst a consumer base with limited brand or product encounter is questionable. More interesting perhaps was the finding that only 36% of Brazilians believe that luxury brands offer the assurance of a better quality product and 13% that fake products were of the same standard as the original. Furthermore 75% of respondents stated that brands exaggerated their prices. All of which made the comments of Nielsen President Patrick Todd slightly confusing…”the appeal of luxury brands continues to grow – a famous brand is simply something that consumers, especially in emerging economies, are prepared to pay a higher price for”.

Brazilians struggle to name ‘green’ brands

Tim Lucas — Mon, 19 Nov 2007 18:23:09 +0000

The annual Top of Mind research conducted by DataFolha annually since 1991 seems to retain a significant level of importance here in Brazil. The value of a quantitative study which purely tracks brand recall is questionable, especially in age of ever more complex consumer relationships with brands. However the survey of 5,500 Brazilians across some 40 categories does offer a glimpse into the most recognised brand names in the Brazilian market and the ability to track changes over time. The 2007 study, whose results were recently announced, included for the first time a question related to brands associated with environmental protection. Leaders in this field were Ype (cleaning products), Ibama (government agency), Natura (cosmetics) and Greenpeace. Though most significant perhaps was the fact that 63% of those questioned could not provide the name of a brand that they associate with environmental protection.

Respondents are initially asked to name their Top of the Top…the first brand that comes to mind…this years winner being Omo (soap powder), followed by Coca-Cola, Nestle, Nike, Natura (cosmetics) and Seda (shampoos).

Results by category for 2007, also show the following:
For the 8th year Nokia head the list of mobile phone makers, though Motorola showed a significant rise in awareness in the past year. Tim and Vivo share top slot for cell phone operators, both receiving 25% recall.
In the computer and computing accessories category there is a low response rate that mirrors that of environmental proection. LG win out but with just 8%, followed by Samsung
In the sports brand sector Nike showed a decline from 18% to 14% allowing Adidas to make up ground (13%), followed by a range of national brands: Penalty (10%), Olimpikus (5%), Topper (4%) and Rainha (1%)
Philips remain atop the the league of TV manufacturers for the 17th year, though at 21% its role is increasingly under threat by Semp/Toshiba (16%), CCE (11%) LG (11%) and Philco/Hitachi (8%)
Another consistent winner, this time in the car market, Volkswagen also showed a small decline to 31%, followed by Fiat (23%), GM/Chevrolet (20%) and Ford (11%)
Skol’s rise in prominence in the beer market continues to rise to 39%, followed by Brahma (21%) and Antartica (13%)