Poundland continues to lead the discount revolution. Here we provide insight into its success and recent change in strategy, followed by advice on how the UK’s favourite discounter can stay ahead of the competition.
All tagged brand management
Beats X – Not Entirely Wireless Headphones
Following months of delays, Beats X wireless headphones are finally here, but do they resemble Beats by Dre or Beats by Apple? Our Beats X review examines Beats' relationship with Apple to reveal the answer.
Amazon Dash – the Quickest Way to Spend Your Cash
Household essentials are now literally available at the push of a button, thanks to the arrival of the Amazon Dash Button, an innovative new method of reordering household items promoted as simple, smart, and free after the first press. Currently priced at £4.99, Amazon effectively gives the button away after applying a £4.99 discount to your first order. A wide range of everyday products are represented by this new piece of marketing, with brands on-board ranging from personal care specialists Gillette and Kleenex to pet food giants Whiskas and Pedigree.
Premier League – Back with a Bang and a New Brand
This year the Premier League enters a landmark 25th year and for the first time since its inaugural 1992-93 season the league is void of title sponsorship. Last June the Football Association announced intentions not to renew a longstanding partnership with Barclays, who previously held sponsorship rights since 2001. Instead the FA has opted to create a ‘clean’ brand for the competition moving forward, in hopes of mirroring the image of major American sports leagues such as the NFL and NBA.
The King of Co-branding
Co-branding is a practice long used by businesses to build brand equity, and if executed correctly, can catapult sales for both parties. Slapping the Batman logo on a product may seem like the easy option for marketers, but results can also be disastrous, as evidenced by McDonald’s cold response to the ‘McWhopper’, a recent social media proposal put forward by rival firm Burger King. Inevitably an element of risk always exists when co-branding, but the key to reducing such risk is to connect brands that are complimentary, not competing. Toy construction specialists Lego therefore provide the perfect blueprint of how two compatible brands can exist side by side and successfully grow together.