品牌

Case study: Australian Gold
人性的品牌戰略


美國西北大學凱洛格管理學院教授切爾內夫:Australian Gold採取了把品牌塑造爲生活方式的戰略,以規避競爭,並與消費者建立更人性的聯繫。

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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