From market leader to brand leader: A Motorola case study

Motorola, the market leader in the cellphone sector, required a pan-European brand campaign. The research carried out across the region revealed the difficulties of finding a single approach when each market was at a different stage of development.
Agency: BDDHAuthor: Not credited

Motorola - From Market Leader to Brand Leader

INTRODUCTION

This paper outlines the contribution that planning, led from the UK, made to producing creative work for Motorola European Cellular Subscribers Division that is distinctive, relevant and motivating not only in one country, but in all of the countries that combine to form the European market for mobile phones.

BACKGROUND

Motorola is the largest manufacturer of cellular telephones in the world. Until recently, cellular equipment was bought almost exclusively through specialist retail outlets for business use. Historically, equipment would be selected by the...

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