Mr.
Q1. How successful has SUNDAY’s branding strategy been and what are the contributing factors?
SUNDAY’s corporate strategy was ‘to capitalize on the convergence of wireless communications and Internet technologies to develop wireless applications and services targeted at consumer lifestyle’. Based on this corporate strategy, SUNDAY’s brand was built on the concept of a lifestyle, a relaxed attitude towards life. The brand strategy was described as ‘irreverent’, hence innovative, being a challenge to the status quo and traditions with a youthful appeal that aimed to aspire all ages that were youthful at heart. SUNDAY chose to portray a relaxed lifestyle in order to penetrate the mass market. This branding strategy has been very successful with proof of this success being SUNDAY’s multiple awards that recognized them for being value for money, good roaming coverage and excellent service features. All this has resulted in SUNDAY’s advertisements having the highest recall rates in......
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