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Panasonic Handset Brand Image in JapanProduct Type: Market Research ReportPublished by: IE Market Research Corp. Published: March 2006 Product Code: R735-56 Description Panasonic clearly needs to project an image where it excels in 2 - 3 brand quality areas. We recommend that these target areas need to be qualities for which its brand strength indicators are closest to its market share. These are: ‘cool’, ‘creative’, and ‘technically advanced’-- qualities that Panasonic has worked very hard to nurture in the recent past (see IEMR’s Japan Wireless Operator and Handset Manufacturer Outlook, 2006 - 2010). We think that Panasonic will be most successful if it targets its branding and marketing efforts in the handset domain toward Japanese consumers aged 35 - 55 years with incomes above $50,000 having a University education.
Table of Contents Panasonic Overall Brand AwarenessPanasonic Brand Strength Relative to Competitors Panasonic Brand Weaknesses Relative to Competitors Branding Action Panasonic Age Determinants of Brand Strength Panasonic Income Determinants of Brand Strength Panasonic Educational Determinants of Brand Strength Panasonic Brand Strength Relative to Competitors by Age Panasonic Brand Strength Relative to Competitors by Income Group Panasonic Brand Strength Relative to Competitors by Education Panasonic Brand Strength Indicators: Panasonic Share of Mind by Income-Education Panasonic % Cool by Income-Education Panasonic % Creative by Income-Education Panasonic % Reliable by Income-Education Panasonic % Good Value by Income-Education Panasonic % Cheap by Income-Education Panasonic % Technically Advanced by Income-Education Panasonic % Good Service by Income-Education Panasonic Share of Mind by Income-Age Panasonic % Cool by Income-Age Panasonic % Creative by Income-Age Panasonic % Reliable by Income-Age Panasonic % Good Value by Income-Age Panasonic % Cheap by Income-Age Panasonic % Technically Advanced by Income-Age Panasonic % Good Service by Income-Age Annex A: Methodology for IEMR’s 2005 - 06 Brand Image Survey Disclaimers and Disclosures |
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