SINGAPORE (Aug 20): What do you love? Gucci, Shanghai Tang, Tag Heuer or Ermenegildo Zegna? It is a question whose answer business has a keen interest in because it underpins the whole theory of marketing and branding.

Here is another question: Which is more important? What you buy or where you buy?

The answers depend on who you ask. For shoppers outside of China, the answers are the same as those that set the foundation of the course content in marketing and advertising degrees. It is all about brand promotion and brand loyalty — what you buy. Branding provides the guarantee of quality, reliability and authenticity.

To continue reading,

Sign in to access this Premium article.

Subscription entitlements:

Less than $9 per month
3 Simultaneous logins across all devices
Unlimited access to latest and premium articles
Bonus unlimited access to online articles and virtual newspaper on The Edge Malaysia (single login)

Stay updated with Singapore corporate news stories for FREE

Follow our Telegram | Facebook