Bang & Olufsen signs Gosh for stepped- up brand drive

SINGAPORE: Luxury audio and video company Bang & Olufsen (B&O)

plans to strengthen its brand building programme in Asia following its

move to establish its regional headquarters in Singapore.

B&O bought out the local franchisee last year because it wanted to

invest in building up the B&O brand in the region, according to Claire

Leong, B&O retail and brand manager.

The company has appointed Gosh Advertising to handle its branding

assignments.

The agency's first project is to create promotional materials for B&O's

upcoming regional sales conference, which will be held in Australia.

Leong, who was previously Mercedes-Benz marketing manager at local

distributor Cycle & Carriage, said Gosh's appointment was the result of

the agency key executive having worked with the luxury car brand in the

past.

Gosh's chief executive officer, Theodore Choo, previously handled the

Mercedes-Benz account at Spenser/BBDO and Monsoon/Lowe respectively.

According to Leong, B&O faces a similar challenge as Mercedes-Benz and

other luxury brands in the current economic climate.

Leong, who helped launch Mercedes-Benz' entry level A-Class model, said

B&O needed to make itself relevant to new consumer groups by launching

more affordable products without eroding the brand's aura of

prestige.

For example, it recently launched the BeoSound1 - a CD and radio player

priced at S$1680 (about US$958) - aimed primarily at men

between 20 and 28 years old.

"Some people feel the brand isn't relevant to them because of the high

prices," explained Leong.

She also said B&O was product-driven in the past, but would now focus

its efforts on customers and marketing. But rather than communicate

product features - that can be copied by cheaper rivals - Leong wants

the brand's advertising to emphasise B&O's unique user experience.