Bang & Olufsen signs Gosh for stepped- up brand drive

<p>SINGAPORE: Luxury audio and video company Bang & Olufsen (B&O) </p><p>plans to strengthen its brand building programme in Asia following its </p><p>move to establish its regional headquarters in Singapore. </p><p><BR><BR> </p><p>B&O bought out the local franchisee last year because it wanted to </p><p>invest in building up the B&O brand in the region, according to Claire </p><p>Leong, B&O retail and brand manager. </p><p><BR><BR> </p><p>The company has appointed Gosh Advertising to handle its branding </p><p>assignments. </p><p><BR><BR> </p><p>The agency's first project is to create promotional materials for B&O's </p><p>upcoming regional sales conference, which will be held in Australia. </p><p><BR><BR> </p><p>Leong, who was previously Mercedes-Benz marketing manager at local </p><p>distributor Cycle & Carriage, said Gosh's appointment was the result of </p><p>the agency key executive having worked with the luxury car brand in the </p><p>past. </p><p><BR><BR> </p><p>Gosh's chief executive officer, Theodore Choo, previously handled the </p><p>Mercedes-Benz account at Spenser/BBDO and Monsoon/Lowe respectively. </p><p><BR><BR> </p><p>According to Leong, B&O faces a similar challenge as Mercedes-Benz and </p><p>other luxury brands in the current economic climate. </p><p><BR><BR> </p><p>Leong, who helped launch Mercedes-Benz' entry level A-Class model, said </p><p>B&O needed to make itself relevant to new consumer groups by launching </p><p>more affordable products without eroding the brand's aura of </p><p>prestige. </p><p><BR><BR> </p><p>For example, it recently launched the BeoSound1 - a CD and radio player </p><p>priced at S$1680 (about US$958) - aimed primarily at men </p><p>between 20 and 28 years old. </p><p><BR><BR> </p><p>"Some people feel the brand isn't relevant to them because of the high </p><p>prices," explained Leong. </p><p><BR><BR> </p><p>She also said B&O was product-driven in the past, but would now focus </p><p>its efforts on customers and marketing. But rather than communicate </p><p>product features - that can be copied by cheaper rivals - Leong wants </p><p>the brand's advertising to emphasise B&O's unique user experience. </p><p><BR><BR> </p>