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This article narrates the branding journey of Nespresso and on the way offers some important strategic steps for CEOs and brand managers of both established and emerging brands around the world on how to manage the rather challenging process of achieving optimal distinctiveness.
Asia is still one of the world’s biggest providers of commodity products. At the same time, Asian manufacturers mostly produce for other companies and the majority of these products are therefore non-branded. In other words, these are volume products without strong brand identities.
The modern brand-driven organization is characterized by three distinct characteristics which set it apart from less brand-focused organizations: