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Philips Branding and Positioning Strategies

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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?

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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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See Also This Related BrainMass Solution

Positioning and Branding of Philips and Apple Inc.

The discussion of product management and branding may best be illustrated by comparing an iconic brand Apple, and another successful brand Philips.

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

Apple's branding strategy. (n.d.). Retrieved from http://www.marketingminds.com.au/apple_branding_strategy.html

Use following websites for reference about each company and their products and services.

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

Apple info. (n.d.). Retrieved from http://www.apple.com/about/

Review this article on brand personality:

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24 (4), 343-72.

How do consumers relate to this brand?
Do they feel loyal?
What emotions are involved?

Look at the two branding cases above: Philips and Apple, as well as the brand personality article. Supplemented with any other articles relevant to these two brands, address the following issues:
Describe briefly the branding and positioning strategies of Apple and Philips. Do they build brand loyalty? If so, what emotions are involved?
How would you describe the brand personalities of Apple and Philips? Explain why you believe the personality represents each brand.
What are the similarities between the two branding efforts? What are the differences?
If you are a brand manager, what can you learn from these two cases?

Include citations to references

Emerald Group Publishing. (n.d.). Searching for Information. Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm

Emerald Group Publishing. (n.d.). Developing Critical Thinking. Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm

How to handle quoted and paraphrased material are found at:

Purdue Online Writing Lab. (n.d.). Academic Writing. Retrieved from https://owl.english.purdue.edu/owl/section/1/2/

Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and Summarizing. Retrieved from https://owl.english.purdue.edu/owl/resource/563/1/

Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism. Retrieved from http://owl.english.purdue.edu/owl/resource/589/1/

Avoid the following logical fallacies:

Purdue Online Writing Lab. (n.d.). Logic in Argumentative Writing. Retrieved from
http://owl.english.purdue.edu/owl/resource/659/03/

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