BRANDING: Design choice - bang & olufsen

B&O has chosen to develop its expertise in a wide number of areas - working in a unique and certainly very courageous way to achieve harmony in performance, craftsmanship, humanisation and design. Global competition is increasing and achieving a competitive advantage becomes more difficult and expensive. The rising cost of R&D for product differentiation makes a global brand a must for modern companies to cover these investments.

However, B&O has taken this a step further by integrating timeless design in its products, adding a strong and competitive component on top of its global brand. It has also avoided the pitfall of changing its design style every now and then and in staying faithful have kept its products as icons that one keeps for a lifetime. How many product categories have successfully achieved the honour of being a companion for life in a world with far too many products, promotions, tastes and styles?