Branding Strategy of Sony Ericsson in International Markets
1. Introduction
In today‟s global marketplace, MNCs need to set up effective branding strategies in order to be competitive. Depending on the structure of the company and the products offered, MNCs can use different strategies. There are certain characteristics that will affect the type of strategy chosen. In order to reach economies of scale and scope, many MNCs standardize their branding and marketing activities. But, when expanding globally, a global brand strategy has to be developed & when entering international markets different strategies have to be considered. This report on „Branding Strategy of Sony Ericsson in International Markets‟ is prepared as a fractional
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In fact, the core value and the choice of brand architecture are linked together. According to Urde (2003) there are four types of brand architectures (shown in figure 1): 1. 2. 3. 4. Corporate Brands Product Brands Corporate & Product Brands (with dominant use of the corporate brand) Product Brands & Corporate Brands (with dominant use of product brands)
Figure 1: Four Brand Architectures
Shared Individual
Core Values Corporate Brand
Corporate Brand
Product Brand
Identity
Corporate & Product Brand
Corporate & Product Brand
Product & Corporate Brand
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Urde, M. (2003). Core value-based corporate brand building. European Journal of Marketing 3
Branding Strategy of Sony Ericsson in International Markets
This paper dwell on a case study of Diageo’s Global Branding in some part of Africa with focus on the challenges experienced with the strategies employed and the new approach evolved with changing the strategies, limitations experienced towards its actions.
Corporate brands can increase the company’s visibility, recognition and reputation in ways. The brands add economic value to the variety of products and services. When the brand works, it expresses the values and sources of desire that attract customers. The followed charts have fully demonstrated this point.
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