Nefax: Building a Number One Brand

1986-8 campaign for Nefax, brand name of the UK telecommunications division of NEC (based in Japan). Marketing situation described: Nefax were well established at the top end of the market, but at the bottom end had little end-user loyalty (reasons given, mainly ignorance of the brand/company).
Agency: Burkitt Weinreich Bryant & ClientsAuthor: Kathy Aldridge

Nefax: Building a Number One Brand

The Nippon Electrical Company, now known as NEC, manufactures electronic componentries and computer and telecommunications goods predominantly for business use. Based in Japan it is one of the largest electronics companies in the world and has a significant presence in many EC markets.

In the UK the telecommunications division (one of seven divisions), accounts for approximately 27% of total revenues, and operates in the facsimile market under the Nefax brand name.

The UK is an extremely important market for NEC within...

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