Branding Strategy of Sony Ericsson in International Market
Branding Strategy of Sony Ericsson in International Markets
1. Introduction
In today‟s global marketplace, MNCs need to set up effective branding strategies in order to be competitive. Depending on the structure of the company and the products offered, MNCs can use different strategies. There are certain characteristics that will affect the type of strategy chosen. In order to reach economies of scale and scope, many MNCs standardize their branding and marketing activities. But, when expanding globally, a global brand strategy has to be developed & when entering international markets different strategies have to be considered. This report on „Branding Strategy of Sony Ericsson in International Markets‟ is prepared as a fractional requirement of the course – Global Market Analysis & Branding, course code: IB-505, instructed by Professor Dr. Md. Kamal Uddin, Dept. of International Business, University of Dhaka.
1.1 Report Outline
This report consists of four sections, which is shown in following figure. The paper starts by an introduction of the literature review connected to branding strategies in international markets and the factors that determine the choice of branding strategies in international markets. Section 2 & section 3 concerns with the main purpose of the report that is the branding strategy of Sony Ericsson in international markets. At the end based on the review of section 2 and section 3, conclusion and recommendations for managerial implications have been taken into considerations.
Section 2 Literature Review
Section 3 Branding Strategy of Sony Ericsson
Section 4 Factors Determining Sony Ericsson‟s Branding Strategy
Section 5 Conclusion & Recommendations
1
Branding Strategy of Sony Ericsson in International Markets
2. Literature Review
This section is divided into two parts; in the first part the branding strategies of MNCs in international markets have been discussed while in the second part factors that determine the
1. Introduction
In today‟s global marketplace, MNCs need to set up effective branding strategies in order to be competitive. Depending on the structure of the company and the products offered, MNCs can use different strategies. There are certain characteristics that will affect the type of strategy chosen. In order to reach economies of scale and scope, many MNCs standardize their branding and marketing activities. But, when expanding globally, a global brand strategy has to be developed & when entering international markets different strategies have to be considered. This report on „Branding Strategy of Sony Ericsson in International Markets‟ is prepared as a fractional requirement of the course – Global Market Analysis & Branding, course code: IB-505, instructed by Professor Dr. Md. Kamal Uddin, Dept. of International Business, University of Dhaka.
1.1 Report Outline
This report consists of four sections, which is shown in following figure. The paper starts by an introduction of the literature review connected to branding strategies in international markets and the factors that determine the choice of branding strategies in international markets. Section 2 & section 3 concerns with the main purpose of the report that is the branding strategy of Sony Ericsson in international markets. At the end based on the review of section 2 and section 3, conclusion and recommendations for managerial implications have been taken into considerations.
Section 2 Literature Review
Section 3 Branding Strategy of Sony Ericsson
Section 4 Factors Determining Sony Ericsson‟s Branding Strategy
Section 5 Conclusion & Recommendations
1
Branding Strategy of Sony Ericsson in International Markets
2. Literature Review
This section is divided into two parts; in the first part the branding strategies of MNCs in international markets have been discussed while in the second part factors that determine the