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.

Have a premium account? Sign in to continue reading.

Unlimited access to all stories from $99.9/year*

The latest reporting and analysis from business and investments to news and views on social issues.


  • Simultaneous logins across all devices
  • Instant access to past digital issues
  • Unlimited access to The Edge Malaysia
  • *For annual subscription plan only. T&Cs apply