Bose is almost synonymous with incredible sound and elegantly designed music systems. The brand’s store, irrespective of their location, translates the brand’s promise into a memorable experience. Without intruding a shopper’s privacy, the store staff politely educate a shopper and thereby enlarge his/her horizon bringing him or her close to the brand. As a result of this sort of interactive advertising, a shopper not only carries home the experience, but also spreads his/her feelings about the brand through his conversations with his friends, relatives and aquantances. The strategy builds an aura subtly and slowly around the brand raising its stature in the category.
The legacy is rich. Bose is named after the surname of its founder Amar G Bose. The brand began its journey in 1964, when Amar G Bose, professor of electrical engineering at the Massachusetts Institute of Technology, founded the company based on his patented technologies. Four years later, the brand launched the 901 Direct/Reflecting speaker system, which set a new industry standard for lifelike sound production. The subsequent products over the years have reaffirmed that the search for excellence for the brand is perpetual. Award-winning products such as Lifestyle home theatre systems and the Wave Radio/CD have reshaped conventional thinking about the relationship between an audio system’s size and complexity and the quality of sound it produces.
Bose with annual sales of $1.7 billion delights not just homes, but its products are installed in shopping malls, retail outlets, hotels and restaurants to large venues such as auditoriums, places of worship and stadiums.
