Free Essays, Term Papers, Research Papers at Anti Essays

A Case Study on Brand Perception


1. What strategy one should adopt to address this dilemma?

What comes to our mind when we think of ‘Xerox’? The answer to this question without a shred of doubt is A Photo Copier. The brand equity that Xerox has created in the last hundred years of its existence is a source of envy to the other players in the copier market.

Xerox brand has become noun, verb and adjective. Only a very few and selected brands in the world have been able to command this kind of a respect and love from their customers. Such a strong brand is a work of years of hard work, commitment and dedication toward what a consumer desires and how best he/she can be satisfied.

Since the Xerox word became hugely popular, Xerox tried to use it for its other products as well. Herein lies the problem. The position of Xerox in the minds of the consumers is that of a copy maker company. Any new product that Xerox brings under the current brand name is rejected by the customer as that position in his mind has already been taken up by the Xerox copiers.

Moreover, the line of businesses that Xerox is in, i.e. printers etc. are perceived by the customers as products that require more specialized technical skills than the skills required to make photo copiers. Because of this reason, they do not feel completely confident when they go out to buy Xerox printers or other technically savvy equipments.

To address this dilemma, Xerox should adopt the following strategy-

• The name ‘Xerox’ should only be used for its photo copiers.

• Xerox should learn to create a different brand equity for its different line of businesses. It should use some other brand name for its line of printers and other products.

• It should take a leaf from the FMCG majors like Unilever and ITC that have an experience of using different brand names for...