Ericsson’s Global Brand Campaign

ERICSSON’S GLOBAL BRAND CAMPAIGN

1. The decision of launching Ericsson’s Global Brand Campaign was dictated by the perception of the brand as a condemned and non-customer oriented brand. They realized that the company needed to find itself and take some actions to create the awareness of the brand and improve the communication channel and educate the customers. Through analysis they came up with the Global Brand Campaign.

The pre-test of “Make yourself heard” and its accompanying visual communication helped to identify the reactions across countries. It seemed to work out as, according to the results of the research people found Ericsson as the brand capable of giving them what they needed.

To my mind, the total lack of product advertising leads to information deficiency when customers need to be familiar with the main characteristics of the product to purchase. Especially with regard to the growing number of new models (“Five such models were expected to be launched in 1998 alone”).

In view of these challenges one of the logical and sane ideas is to use a mix of approaches -combination of two types of the advertising campaigns: brand campaign and product advertising rolled into one. According to TV there can be a range of commercials dedicated to different models of the phones but at the end of each one arise the same picture with caption “Make yourself heard”.

It is supposed that the brand building campaigns are the long-term ones as the audience needs time to start associate the image and the main message of the advertising with the company itself. And the product, in reverse to a brand campaign, should be advertised by concentrating on fast sales. This hybrid type of advertising will provide our customers with the information about the product and its basic features and at the same time will give the company an opportunity to hold on the brand image. Nowadays there are a lot of brands using this approach in different fields in order to cement the brand...