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Brand Implementation - Report Example

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This work called "Brand Implementation" focuses on Blackberry as a brand that is associated with the production of mobile devices. The author outlines the ability to attract people with diverse lifestyles as opposed to when they used to focus on corporations and their employees…
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Brand Implementation
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Download file to see previous pages Upon the introduction of Blackberry to the market, the brand was well known for email. They even began to provide emailing services on non-Blackberry related mobile products such as Palm Treo. This was made possible by the proprietary BlackBerry Connect software (Kotler 2013, p. 206). Because of the type of products produced under this model, they were often associated with people leading certain types of lifestyles. In most cases, corporations and employed were the ones who could benefit most from products under this brand. However, at the moment this is no longer the case (Blount, J 2010, p. 131)
Statistics show that more than 60% of adults own mobile devices all over the world. It can also be noticed that this is a general increment in the use of mobile devices. However, there is also a notable increase in the rate at which teenagers are using mobile devices. Because of intensified competition in the industry innovation remains to be the main determinant of dominants (Johnston 2010, p. 199).
The most dominant competitor in the industry is Samsung. Looking at Samsung it is noticeable that they highly depend on patenting new innovations so that they can make sure that they are able to avail creative products to the market. Since the early 1990s, Samsung has had a good relationship with the Russian Academy of Science. The Russian Academy of Science has been one of the most significant sources of the company’s innovation (Vincent 2012, p. 134). Creativity with regard to the accommodation of people of all social classes has been highly important for Samsung.
Apple on the other side is known for its high levels of innovation. However, the difference between Apple and Samsung is that Apple does not have the level of diversity that Samsung has. However, with regard to the target market, they have been able to produce products that are attractive to people of different lifestyles as long as they are able to afford them (Johnston & Evers 2005, p. 219). With regard to their innovation, they usually make sure that the projects are handled by three separate groups as soon as they get to the level where they are highly promising.  ...Download file to see next pagesRead More
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