BRAND PROPOSITION

Brand Proposition: Xerox



Brand Proposition: Xerox

Introduction

The image of an organization reflects the characteristics, philosophy, power, essence, identity and meaning for those who get to have recognition of the product or service offered to the public. For this reason it should be designed and planned with good communication strategies that allow it to create a collective memory (Kotler, 2003, 45). The world is rapidly progressing and competitive thus, it is extremely important that organizations take into account the perception that the public has about inside or outside the organization to maintain or improve internal and external relations of the company, it is important to present before the public a favorable image that promotes company's services.

Currently one of the main points for a company is to know you have your brand propositioning in the market and in the minds of consumers. It is an important concept used by markers to make companies successful. It is ideal for a new product to create efficient category of goods or services. An example would be the undisputed leader Xerox. Such propositioning of the brand is only available to those with a unique offer.In this paper we are going to discuss brand propositioning of Xerox. Initially we shall be describing brand propositioning relating to our brand (Xerox). Moreover we shall analyze brand propositioning strategy of Xerox. In the end of this research we shall discuss techniques to evaluate success of brand propositioning. The purpose of this paper is to let readers know about the importance of brand propositioning for success of a company.

Company Brief

With a turnover of $ 22 billion, Xerox Corporation is a world leader in the field of optimizing business processes and document management. The company was founded in 1906 Haloid Company, Xerox ancestor, then Maker photographic decided to exploit an invention made 10 years earlier xerography. Building on its technology and services, Xerox provides back office solution enabling customers to concentrate on their craft heart. Xerox, whose headquarters is based in Norwalk, Connecticut, provides technology, services and software innovation, as well as consumables, for environments graphic arts and office of all sizes. Xerox sales at the global level, increased 9%. In 2010 there were 7.234 million dollars, while in 2009 there were 6,646. Xerox aims to select company's services, systems and appliances to increase their competitiveness and save costs by owning their own equipment. This allows capital to invest in business opportunities (www.xerox.com).

Communication strategies Xerox Mexicana contemplate the execution of a public relations plan implemented by the agency The Jeffrey Group. Since the acquisition of ACS in February 2010, Xerox also offers companies and government agencies, a wide range of services business process outsourcing and IT services. It covers data processing or management services for personal services in human resources, financial support functions or customer relationship management. The 134,000 employees of Xerox ensure satisfy their customers in more than 160 countries worldwide. Following are some reasons for the success of Xerox (Smith, 1974, 17):

The creation of entirely new marketable products (reprographic equipment) ...