Brand Case Study: De Beers,Volkswagen and Nokia
DEBEERS The market for diamonds has never been characterized by free, dynamic and open competition. Everything about diamond industry is manipulated: supply, pricing, processing and retailing. The leader of the diamond industry is De Beers, a company that produces half of the world’s high-quality diamonds. This case explores the impact of marketing on the diamond market and how it helped to shape the public perception of diamonds as a desirable gift over the course of the 20th century. De Beers ‘Diamonds are Forever’ advertising campaign, which started in the 1940s, was to become one of the most effective of the 20th century. It enabled De Beers to manipulate demand as well as supply. With the help of their agency, they created a mindset, which later swept the world, in which diamonds came to be perceived, not simply as precious gems (of which there are many) that could be traded according Continue reading