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Philips Branding and Positioning Strategies

Brand repositioning and communications A Philips. (n.d.). Retrieved from http://businesscasestudies.co.uk/philips/brand-repositioning-and-communications/research.html#axzz2vnpaANaW

Check out the following websites for information about each company and their products and services.

Company profile. (n.d.). Retrieved from http://www.usa.philips.com/about/company/index.page

Discussing Philips

Briefly describe the branding and positioning strategies Philips. Do they build brand loyalty? If so, what emotions are involved?
How would you describe the brand personalities of Philips? Explain why you believe the personality represents each brand.
If you are a brand manager, what can you learn from these two cases?

Solution Preview

Briefly describe the branding and positioning strategies Philips. Do they build brand loyalty? If so, what emotions are involved?

Discussion:

Philips' branding and positioning strategies is based on 'sense and simplicity' with a concern to "provide a state-of-the-art, easy-to-use product". The company believes that "innovation is only meaningful if it delivers on people's unmet needs and desires". This means that Philips brand is "advanced, easy to experience and designed around the consumers".
Yes. Philips hopes to build brand loyalty by instilling in the consumers' these emotions: for the consumers ...

Solution Summary

This is a brief discussion on how Philips utilized it branding and positioning strategies to lead in consumer lifestyle and lighting business.

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