Diamond Investing News reported last year that some diamond companies, notably De Beers, are using branding — the technique of “creating a unique identity or story” — to thrive when the market is no longer booming. That strategy is equally applicable in the emerging Chinese and Indian markets; while of course product quality is important, the ability to market that product in ways that address what specific consumer groups want — and can afford — will be a definite advantage moving forward.
Securities Disclosure: I, Charlotte McLeod, hold no direct investment interest in any company mentioned in this article.
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