Ericsson, the Swedish telecommunications products and systems company, based on a first global advertising campaign for its brand of mobile phones aboard. Rapid growth, entry of new customer segments, declining product differentiation and growth: The idea for consumer brand building, new in an otherwise technology-oriented, industrial companies, has about as a result of developments in the global market for mobile handsets pressure on prices and margins . The expensive campaign, a … Read more »

Ericsson, the Swedish telecommunications products and systems company, based on a first global advertising campaign for its brand of mobile phones aboard. Rapid growth, entry of new customer segments, declining product differentiation and growth: The idea for consumer brand building, new in an otherwise technology-oriented, industrial companies, has about as a result of developments in the global market for mobile handsets pressure on prices and margins . The expensive campaign, with the goal of maintaining a relationship with consumers, characterized by a complete absence of product communications. Under the motto “Make it belongs to,” the ads feature a gallery of faces and a number of situations shows the spirit of communication between people around the world. Some of the issues raised by the case are: How can you build a strong brand for a product that is increasingly difficult to distinguish? Can pure brand values ​​on their own merits, without reference to any product? What criteria should be used to evaluate advertising execution? A 2001 ECCH winners.
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Kamran Kashani
Source: IMD
20 pages.
Release Date: 1 January 1998. Prod #: IMD040-PDF-ENG
Make your voice heard: Ericsson Global Brand Campaign HBR case solution