The Italian brand of sparkling mineral water San Pellegrino, recently teamed-up with the iconic jewelry and fashion accessories brand BVLGARI to commemorate the latter’s 125th anniversary. The two Italian firms jointly designed a limited edition bottle named BVLGARI x San Pellegrino, which aims to celebrate Italy’s refined spirit and culture.

In time, a brand comes to embody a promise to consumers about the quality and performance of the products or services it provides. Successful brands are unique brands. They naturally stand out in the imagination of consumers, and taglines are one of the most effective ways of improving brand equity.

Social Web Marketing in China: How brands are using Sina Weibo

Since the popularity of Facebook, Twitter and Youtube have grown dramatically over the past few years, there have been volumes of discussions about the influence of social web marketing for brands. In China, the buzz now is Sina Weibo. “Weibo” is a semantic translation of “micro-blog” and follows the same basic structure as Twitter but with several differentiating features.

 Lavazza is an Italian coffee brand that has been operating on the market for over a century. “Experience, Passion and Innovation” are the words that best define Lavazza’s identity; an innovation that runs deep in the company’s blood. Beyond developing and refining their successful line of coffee products, the Italian brand is in fact also known for its creative calendars.

On November 1st 2011, UK-based charity Start, in collaboration with Business in the Community and the Marketing Society launched a nation-wide marketing campaign titled Start Today. The organization, which is part of Prince Charles’ Charities Foundation, rallied up eleven of the most influential brands in the UK to take part in an initiative aimed at promoting sustainable behaviors.

Understanding the potential of a brand is absolutely critical in terms of corporate strategy and brand investment decisions. Without a clear understanding of current brand equity, it is difficult to realize key areas that can be improved. Effective brand vision requires investments both for the present and the future.