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Issue:

Miscellaneous

 

Written by:

Edward D

 

Date added:

April 7, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

5 / 1388

 

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2293 times

 

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Essay content:

The brand strategy was described as ?irreverent', hence innovative, being a challenge to the status quo and traditions with a youthful appeal that aimed to aspire all ages that were youthful at heart. SUNDAY chose to portray a relaxed lifestyle in order to penetrate the mass market. This branding strategy has been very successful with proof of this success being SUNDAY's multiple awards that recognized them for being value for money, good roaming coverage and excellent service features...
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This branding strategy has been very successful with proof of this success being SUNDAY's multiple awards that recognized them for being value for money, good roaming coverage and excellent service features. All this has resulted in SUNDAY's advertisements having the highest recall rates in 1999. Moreover, the brand ?SUNDAY' did not have a Chinese name and hence exuded a more international appeal from its customers who placed more confidence in international brands...
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