Bang & Olufsen Gets Branded
Branding was once reserved for cowhide and breakfast cereals, but changes in the retailing landscape have fostered new approaches for everything from running shoes (Niketown) to cartoon-character merchandise (Disney and Warner Bros. stores) to clothes (Gap, etc.). In the audio market, Bose stores are now common sites in shopping malls, but few higher-ticket companies have taken the brand-store plunge.