Forty-five years after Amar G. Bose founded Bose Corp., he is still the company's chairman (and worth about $1.5 billion, according to Forbes), while his brand of high-tech audio equipment remains
synonymous with superb sound.
Bose has maintained its successful branding by refusing to compromise its long-held dedication to quality sounds and aesthetics, while also actively
identifying, defining and inventing the acoustic future. The company reportedly spends $100 million annually on research. But Bose seems to put as much thought into the design of its products as the
technology. Its systems are elegant and streamlined--as sleek and functional as an Apple product.
Bose has avoided mass distribution and instead focuses its efforts on direct marketing
and its own branded retail stores. It has more than 100 stores in the U.S. and sells in 19 other countries. It has been a direct marketing innovator, utilizing print advertising in upscale magazines
and newspapers. It has also employed high-quality direct mail and direct-response radio and TV advertising to sell direct to the consumer.
advertisement
advertisement
Read the whole story at Brandchannel.com »