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" When we're talking about brand, we're talking about what does the brand stand for. And when we're talking about approval, we're talking about whether or not I approve of what the brand stands for. "

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" In flush times, a rising tide of consumption can compensate for less than optimal branding, positioning, pricing or segmentation. "

John Quelch

Rising

Consumption

Less

" Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one's going to drink carbonated soft drinks anymore. "

" There are a lot of thought leaders who don't want to see their students. We don't want to hire them. If students are allured to come to the school because of famous faculties, and if they never see them, that leaves very bad taste. "

" The opinions of a convenience sample... may not represent all users. "

" You certainly don't want to market the president as if he or she were a box of breakfast cereal. "

" If you can promise a vital and vibrant research environment as well as great students to your faculty, you can recruit some top faculty. The top faculty on your roster will then help you to attract further top students in your program. "

" The closer a brand can cozy up to a consumer with a message along the lines of, 'We're all in this together,' the better off a brand will be. "

" Brand preferences and consumption levels in emerging markets such as China, India and Brazil tend to be more fluid. Consumer research is therefore critical to aid marketers trying to cement brand preferences early on as these economies develop. "

" Consumer behaviour changes in a glacial fashion. "

" There are distinct categories of consumers, each of which needs to be addressed in a different way. "

" The skills associated with knowledge creation are totally different from the skills associated with production. "

" It's pretty challenging in a small country to develop a business school with a world-class reputation because of the problem of attracting a critical mass of top-class researchers. "

" Changing our consumer behaviour is similar to quitting smoking. Unless people are shocked into doing it, either by social disapproval or family disapproval or fear of the medical consequences, they'll just keep on smoking. "

" Consumers around the world are excited to share common experiences. "

" The Trump brand is complicated because it conflates a personal brand with a corporate brand. That means that the Trump persona affects the corporate reputation in a more direct way than, say, Richard Branson's actions affect Virgin. "

" Younger people obviously are more likely to openly express their political affiliations in terms of gear. "

" When times are good, there is budget available for increased research on secondary products or customers. "

" Coca-Cola is an American icon. "

" Any small business that's predicated on technological innovation and is differentiated and superior can expand globally very effectively using the Internet as a vehicle for promotion. "

" Paying extra for prime placement can often pay off. "

" The president can't succeed without Congress, and Congress can't succeed without the president. The image of one depends on the image of another. It is not a zero-sum game. "

" If I ask for money, all I get is advice. But if I ask for advice, I end up getting money. "

" Ease of navigation is important in both physical and virtual space. "

" If you have market power like Nike, you can set terms that are much tougher because athletes value the endorsement of Nike - it means as much to them as it does to the company. "

John Quelch

Nike

Value

" Instant, soluble coffee has long been the unspeakable wasteland of the coffee business. Conventional wisdom would be that no premium brand should go near it. But Howard Schultz's vision from day one has been to bring quality coffee to the mass market. "

" It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times. "

" If there is cultural imperialism, it is definitely American. "

" View health as an investment, not an expense. "

" America's health depends on all businesses, not just healthcare companies, to do their part. "

" Instead of being focused on teaching what we already know, we now have to be focused on creating new knowledge that is China-based, because it's absolutely clear that China is going to shift from a production economy to a knowledge economy. "