Branding Image of Logitech Company
Branding is a collection of feelings or emotions toward an economic producer, in relation to its name and design scheme, including the customer’s accumulation of experience with the brand, both directly relating to its use and through the influence of advertising, design and media commentary (2006). In addition, its concept should be perceived as an ongoing process that may outwardly appear stable, but whose design and message follow the values and needs of the market (Kruse 2006). With the concept branding, this paper will be discussing the concepts of brand identity and strategy in relation to Logitech Company. Brand analysis will be done by exploring its three aspects, namely, customer analysis, competitor analysis and self-analysis.
Customer Analysis
One good basis for making an alliance with Logitech Company is for its excellent skills and strategies in terms of customer analysis. Logitech has successfully identified and set the trend for the innovation of new technologies. The company was able to increase its retail sales through their video and audio products, and the sustained performance in cordless products, primarily due to the market enthusiasm for the breakthrough MX Revolution and VX Revolution mice (‘Logitech Information’ attachment). The company was able to recognize customers’ need and the demand for innovative products, such as the mentioned devices, which gave Logitech its advantage in the market. In addition, the company has also answered the strong demand of their channel partners for its new premium peripherals for Personal Computers, including a lineup of new video and audio devices for Internet communications and a set of must haves for digital music (‘Logitech Information’ attachment). Segmentation and target market would not be a problem to the company because with the increasing demand and need for technology, anybody, from different status in society who are exposed to computers, can purchase their products. In addition, with the dynamism and efficiency of technology, it would be easy for Logitech to identify the needs of its customers in terms of the suitability and function of their products. It is very evident that with their increase in sales, Logitech has been very successful in establishing its brand image to its customers and to its market.
Competitor Analysis
In their aim to establish and strengthen their brand image to their market and customers, Logitech was also able to assess the performance and products of its competitors and so it has been able to come up with strategies to cope with competition. Their recent strategy was that they were able to disclose the acquisition of Slim Devices, a privately held, Mountain View, California Company that specializes in network-based audio systems for digital music (‘Logitech Information’ attachment). According to the current president and chief executive officer of Logitech, the company’s acquisition of Slim Devices builds on their foundation of innovation in digital music to address an emerging market, with solutions for people who want to listen to and control their digital music and Internet radio (‘Logitech Information’ attachment). Identifying this need, the company is again successful in its strategy to provide it to its customers, and at the same time, cope with the competition in the industry. This is another reason for making a good alliance with Logitech Company because it has been able to make and implement successful plans and strategies, in its aim for innovation and improvement of products. With its products’ added features, Logitech will be able to improve their brand image in their market, attract new customers and increase their sales effectively.
Self-Analysis
Logitech designs, manufactures and markets personal peripherals that enable people to effectively work, play, and communicate in the digital world (‘Logitech Information’ attachment), and in relation to this aims, it has been able to successfully establish its brand image in the market and to its customers through its evident increase in sales and profit. Its value providing its customers an effective work, play and communication in the digital world are being achieved through their innovative products. As Logitech’s highlight, it has been able to deliver on their projected substantial year-over-year and sequential improvement in gross margin (‘Logitech Information’ attachment), and this highlight is brought about by its ability to identify the needs of its customers and its market, cope with competition from other companies in the industry, and assess its own success through its increase in sales, profit and overall improvement. With this overall success, Logitech Company is the ideal company to make alliance with.
Credit:ivythesis.typepad.com
0 comments:
Post a Comment