Mobile network operator Sunday Communications Ltd. burst onto the scene in 1997 with an innovative approach to branding and promotion. It "feels like Sunday," a series of television commercials depicting irreverent attitude and a typical man-speakers struck a chord with Hong Kong customers and generate initial interest, exceeding expectations for a late entry into mobile phone service provider. Encouraging initial sales figures, combined with highly visible brand is positioned on Sunday to be a serious contender in the highly competitive mobile phone sector. But despite the success, on Sunday said a simple 9.8% of the market in 2000 and 8.3% in 2005. In the sector of mobile phones operating in Hong Kong for maximum penetration, will be tempted to mark Sunday to prove strong enough to withstand long-term loyal customers? Would his irreverent brand image eventually wear thin? "Hide
on Kineta Hung, Monica Park Source: University of Hong Kong, 11 pages. Publication Date: January 4, 2006. Prod. #: HKU554-PDF-ENG
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