Product Branding Strategy

[Product Branding Strategy

Introduction

As the technology advances, the needs and demands of customers are changing. Product attributes take in excellence, space of storage of data, technique and design. Mostly people give preference due to the attributes of the product or brand in case of selection of mobile phone, which shows it is the only product that is a competitive tool to differentiate the product of the company from the product of the competitors.

Product Name

“Ray Mobile”

Advertising Slogan

“As Unique As You”

Product Attributes

There are two attributes of product that are utilitarian and hedonic. Utilitarian is the usefulness describing attributes while hedonic are the attributes representing the entertainment criteria. These extrinsic values of any product will be realized through the experience from the customer. Previous researches are helpful in this regard and provide a positive aspect of the value of the attributes of product in cellular brand equity (Sheng & Teo, 2012).

The company that first time introduces the product in the market enhances consumer decision making process due to addition of valued new feature in the product. A survey is helpful to identify latest features and taking the decision of adding it to the product. People also consider price before purchasing, so we have to emphasize on the cost of the product. The assessment by the company is based on the value of features to the consumers against its cost to the company. This survey is helpful in determining the matched arrangement of features with respect to the recent trends and customer needs, which would be valuable to the mobile phone companies in terms of cost effectiveness (Sheng & Teo, 2012).

To develop a successful new product, it is important to integrate the abilities of engineers of design and manufacturing areas. The capabilities of product development come from the creativity, distributing capability and utilizing knowledge in the overall development process as purchases are preceded by decision process (Malasi, 2012)

Attributes of Mobile Phone

These are the four attributes groups that come under Hedonic aspect (like communicating, planning of time and others) and applied aspect (like games, camera and others) of product. There are four main attributes of mobile phone that are:

1.Attributes of performance

2.Attributes of entertainment

3.Attributes of technology

4.Attributes of Appearance (Jandaghi & Hashemi, 2010).

Brand Input Variables

The Input Variables that are primary for the Brand Input are as follows:

Calendar

User-friendly keypad

Calculator

Accessories

Increasable Memory Capacity

Alarm clock

Initial memory capacity

Battery

Warranty

Solidity

Antenna

Size

Weight

Size of screen

Color screen

Games

MP3 player

Camera

Record and play video

TV

Bluetooth

Software

Internet

Sound quality

Camera ...