品牌

Case study: Australian Gold
人性的品牌战略


美国西北大学凯洛格管理学院教授切尔内夫:Australian Gold采取了把品牌塑造为生活方式的战略,以规避竞争,并与消费者建立更人性的联系。

The story. Established in 1985, Australian Gold is a fast-growing suncare brand. Sold in more than 50 countries, it is recognised by its mascot “Sydney”, a koala bear riding the waves on a golden brown surfboard. The Australian Gold brand is owned by New Sunshine, a manufacturer of tanning and skincare products, based in Indianapolis, US.

故事。

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