Module 2 Case Assignment Example | Topics and Well Written Essays - 750 words

Module 2 Case - Assignment Example By contacting its consumers companies and customers across the globe, the company is in a position to create strong brands that are competitive. For example, Philips undertook a survey that involved interviewing 26,000 respondents across the world. In order to ensure that the company brands are effective and meet the customer needs, Philips undertakes qualitative research by the use of small focus groups that included professionals such as hospital surgeons who are regular users of scanning equipments (Eeva, 2014). The research that was undertaken in various countries such as Brazil, UK, Germany, US, AND China among others indicated that Philips makes the lives of its consumers better and that they believe they can rely on Philips brand. Philips relies on developing new brand as well as improving the existing ones. This is one of the aspects that make professionals to have strong positive brand-customer relationship. Phillips branding indicate emotions such as innovation, power to th e customers by means of technology, hope, liberty regained and aspirations. Apple, a US based electronics company believes in the production of state of art and style brands. Being one of the top brands in the world, the company adopts product diversification as way of meeting the diversified needs of its customers (Linzmayer, 1999). Some of the brands produced by Apple include computer parts, mp3, laptops and computers among others. The company state of art brands are made through the use of a digital hub as a strategy. Through innovation and research, Apple has produced quality brands that meet ready demand globally. The use of customer experience as well as unique user interface the company has become some of the core capabilities that have created strong positive customer-brand relationship in the company. Basically, Apple branding involves focusing on their products as well as the