Evergreen Ericsson Century.docVIP

 PAGE \* MERGEFORMAT 6 Evergreen Ericsson Century Chinese New Year just past, Ericsson mobile phones are no longer rumors of production become the industry, the Chinese people and the press have been talking about. Whatever the final clarification of how the facts, but Ericsson has in fact triggered by market turmoil has revealed a comprehensive issue of today’s high-tech brand. An enterprise to abandon the production of a product in the international market, especially in China’s consumer market caused by such a large response, in addition to Ericsson’s position and influence in the industry, more importantly, because of its products - mobile phones the name of the Ericsson brand. Chinese consumer awareness Ericsson brand is a direct access to their phone from the beginning, in the background do not understand the conditions of Ericsson, people mistakenly believe that to give up a mobile phone production will mean giving up the brand. In fact, for high-tech product development-oriented enterprises are increasingly inclined to support the company’s brand and product integration combined with the company instead of individual product brands the parent brand. Because of technology and consumer technology products have a innate fear of highly technical products that achieve the brand strategy through the company’s brand can be used not only the company’s existing brand equity, but also through the company’s trusted brand name consumer products to eliminate the doubts and fears, to share the company’s brand benefits of a unified external publicity, reduce the cost of its single product promotion. In the past 10 years, more and more high-tech firms tend to use the company’s brand as a brand name in its various products, different product types are just numbers or letters used to distinguish, for example, Ericsson 398, Samsung 600, Audi A6 and so on. Directly involved mobile phones from the past production of management to outsourcing, though, Ericsson cell phone