Branding and Promotion Assignment Example | Topics and Well Written Essays - 3000 words

Branding and Promotion - Assignment ExampleIt is the value a customer places on the smear which results in a long verge association of the beau monde and the customer. It generates some(prenominal) tangible and intangible benefits for the company that a speck adds to a product/service.A positive brand equity in traditional workstation markets such as research, engineering, and tangle withtainment. The brand has been associated in this field with favorable qualities homogeneous innovation, vision, fun, and customer orientation.An image of being a company dealing with high end users. This image got notwithstanding boost with the taking over of Cray Research Inc. another super computer company. Its target markets comprised of scientists, engineers, animators and graphics professionals.It is rather apparent that Silicon artistic production Inc. has not given due consideration so far to pile up access to the mindset of existing and prospective customers a prerequisite for estab lishing the brand name. Advertising plays a censorious role in building brand equity. It helps customers to differentiate a brand from competitors a brand from competitors on dimensions which are important to consumers. This Brand equity helps in stimulating growth in many proportion products. SGI has long been associated with high end Hollywood like products. Thats indeed a big asset for SGI. But for long term sustenance the company will have to diversify to fulfill the requirements of other customers as well. SGI did try to enter this space as well, but without making any conscious efforts towards establishing a common man user friendly image. reproducible and suitable media campaigns and visibility is required towards sustaining any brand equity.Ans 2 SGI realized the painful look in the year 1996-97 that everything is not fine with its business operations and brand imaging, when it started incurring losses. So the company started t take note and then accordingly set in a mot ion a number of short-term and long-term measures. The acquition of Cray also proved to be non-productive and company realized that the liabilities are on the rise after its acquisition. This led to parting of ways by SGI from most of the Cray business and the Cray brand to by handing over this business to Tera Computer Company on March 31, 2000. One of SGIs most glaring brand deficiencies was the under-leveraged master brand. For example the name Coca-Cola, is associated with cold-drinks, though there are over 400 products that the company produces in over 200 countries, yet the consumers measure up every product with Coca-Cola, the quality cold drink at the guts of their minds. Reason for the deficiency in SGI branding is the trend of ignoring the importance of brand equity, or perhaps this could be because of sheer overconfidence on the part of management. Otherwise how can we explain the absence of the Silicon Graphics typeface and its