4


news opinion


Branding is one of the most important elements of running a business ...


... and building the brand will impact on product development, marketing and, inevitably, the value of the company.


Branding has been described as ’the relationships that account for a customer’s decision to choose one product or service over another’.


When a brand is strong and respected, it provides protection for a business during economic downturns and, in fact, can even blunt the impact of any crisis, because of the goodwill that the company has in reserve.


And a strong brand can mean that when the company moves into new products or markets, it carries customers with it.


Apple is an extraordinary example of how, through strength of brand – which has grown on the back of innovation – the company can charge premium prices for products, with little resistance.


Brands can take a hit, too. Look at Tesco, whose brand value has now dropped below Aldi’s brand. Think about Microsoft, which is in the top four brands in the world in terms of dollar value, but has desperately needed Windows 10 to be a hit to shake off years of negative press. Despite its history, a Microsoft event generates nowhere near the same positive press as an Apple event – and yet the number of Windows users far exceeds Apple’s.


The Business Magazine has a much, much smaller footprint of course. But for us, brand is just as important. As we grow from being a publishing company to being an events and publishing company, our strong brand is one, we feel, that people trust and value.


That doesn’t make us complacent. We always want feedback and can only build reputation through listening to our readers, advertisers, guests and delegates. Email david@elcot.co.uk. The conversation starts here.


David Murray Publisher


www.businessmag.co.uk


In the October 2015 issue of The Business Magazine


@TheBusinessMag Business THE M A GA ZINE TM


• The Legal 500 • Women in Business Awards • Christmas Hospitality • Banking • Commercial Property


Details: 0118-9766410 sales@elcot.co.uk


THE BUSINESS MAGAZINE – SOLENT & SOUTH CENTRAL – SEPTEMBER 2015


Impressive spectator figures for America’s Cup


Sailing fans from the Solent, the UK and around the world travelled to Portsmouth at the end of July to enjoy the high-octane America’s Cup action. The Louis Vuitton America’s Cup World Series – which was the first America’s Cup to be held in the Solent since the historic first race back in 1851 – boasted impressive attendance, drawing close to 250,000 visitors to the city over the four days. It attracted over 25,000 spectators on the water alone, and close to 110,000 within the Southsea common site.


There was also huge support from the event village, which included a free waterfront festival arena packed with family attractions, a fanzone arena with live appearances from sailing stars, and spectacular aerial displays from acrobatic stunt teams.


British fans came out in their numbers to support home team Land Rover BAR as they made a winning start to their 35th America’s Cup journey. Sir Ben Ainslie, team principal and skipper, Land Rover BAR, said: ”In my sailing career, I’ve never seen anything like it; the number of people that came out on the water, on the shore line, supporting the event and supporting us as a home team. All of us as a team were completely blown away.”


Sir Keith Mills, chairman of the Series, said: ”On behalf of the Louis Vuitton America’s Cup World Series, Portsmouth, we would like to thank all the spectators that came from around the world to be part of this iconic sailing event. Despite the weather, the event delivered, and the Saturday was a particular highlight. The America’s Cup teams delivered spectacular racing on the water, and home


team Land Rover BAR’s winning the event making it extra special.”


Mills added: ”In addition to the amazing atmosphere created by the spectators, the feedback from our corporate partners and the media in attendance has been very positive – and this is despite losing an event day due to the extreme weather on the Sunday.


”We will be providing a full event economic and media impact report to highlight the benefits of the event to the Portsmouth area, and the initial results are hugely positive reading. We are now straight into planning mode for next year’s event, scheduled to be held between July 21-24, and there is little doubt that the America’s Cup is now a must-attend race on the British sporting calendar.”


Despite the weather on Sunday July 26, the Duke and Duchess of Cambridge braved the elements, meeting the contestants and presenting the prizes to the competing teams.


Earlier in the day, the royal couple showed their support for the event and the British America’s Cup team when they met youngsters from the 1851 Trust, the official charity of Land Rover BAR and the Louis Vuitton America’s Cup World Series, Portsmouth event, which seeks to inspire and engage a new generation through sailing and the marine industry.


Below: The Duc hess of Cambridge me t youngs ters fro m the 18 51 Trust


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44