Brand Report

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1、EricssonBrandCampaign2000WrapUpReportPreparedby:PublicisAD-LinkTableofContentExecutiveSummaryCampaignObjectLaunchActivitiesTVCMakingOfPrintAdColumnSponsorshipPR/AdvertorialMediaDeploymentConclusionPOSMPremiumsforTradeConsumerGiveawayOutdoorSignageWebMarketingExecutiveSummaryInthenewmil

2、lennium,thecommunicationworldisneverprosperousthanever.Furthermore,theWTOhasopenedthedoortoChinaprovidinglotsofopportunitiesandawidercommunicationmarket.ThesemakeEricssonhimselflookandstepforward.ToshowEricsson’scontinuouscommitmentincommunicationtechnologyandthepromiseofimprovingpeopleo

3、utreachingtheworldviaadvancedcommunicationtools,Ericssonisgoingtosharewithhiscustomershisvisionandmissionviathisbrandcampaign,aswellastoshowthebrandimageandpositioninsuchacompetitivemarketExecutiveSummaryAnewTVCismadetosuitthepurposewithCreativeTheme:“Thisismytime,mytimetomakeamark”Brand

4、Proposition:“Ericsson,TheTechnologyLeader,isyourPartnertoSuccessReflectionofEricsson’s3corebrandvalues:Ambition,Innovation&Accomplishment.AseriesofintegratedmarketingcommunicationactivitieswerealsoplannedtocreatehighestawarenessoftheBrandcampaign.ExecutiveSummaryTheCampaignwaslaunchedinC

5、hinaonAug3,lastedfor2weeks.ExecutiveSummary-AdvertisingStrategyEricsson,Thetechnologyleader,isyourPartnertoSuccessMobileInternetThisismytime,mytimetomakeamarkBethefirstBethebestCostefficiencyAmbitionInnovationAccomplishmentBMWpositionintheautomobilecategory:Personality-DynamicKeyDriver-D

6、evelopmentExceptionalSupportCreativeThemeBrandPropositionCorporateDirectionBrandValuesEricssonWantedBrandPositionCampaignObjectiveTostrengthenthebrandimageasthe“PreferredBrandofChoice”andtoestablishthe“EricssonWantedBrandPosition”Toachievethehighest1stmentionedbrandawarenessamongcompetit

7、orsToachievethehighest1stmentionedadvertisingawarenessandadrecallamongcompetitors.TargetAudienceDemographicCharacteristicsMaleandFemale,aged18-50PsychologicalCharacteristicsPrimaryTargets-Pioneers&Achievers1SecondaryTargets-Materialists1&Sociables1LaunchActivitiesTVCObjec