Ericsson, the Swedish telecommunications products and systems company, starts first ever global advertising campaign for a brand of mobile phones. The idea of a consumer brand, new to a technology-based industrial company, has come about as a result of developments in the global cell phone market, with rapid growth, new customer segments, decreased product differentiation, and increased pressure on prices and profits. Expensive campaign to strengthen relationships with customers, marked by complete lack of product-related communication. Under the slogan "Do it yourself heard," Advertising is a gallery of individuals and different situations shows the spirit of communication between people around the world. Some of the issues the case raises are: How to build a strong brand name for a product that is becoming increasingly difficult to distinguish? The net value of the brand can stand on its own merits, without reference to the products? What criteria should be used to assess the performance of the advertising? In 2001, ECCH Award winner. "Hide
by Kamran Kashani Source: IMD 20 pages. Publication Date: January 1, 1998. Prod. #: IMD040-PDF-ENG
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