Establish the brand personality of the 5 leading mobile phone brands in Europe.
Business Challenge
To understand the brand personalities of LG, Motorola, Nokia, Samsung, and Sony Ericcson in 5 European countries.
Solution
1000 online interviews took place with consumers who were prepared to pay premiums for technology and fashion (5% incidence) in UK, France, Germany, Italy and Spain. A number of projective stimulus models were applied to develop the brand positioning.
Results
The results were used by the Global HQ design team as the platform for the design of the next generation of mobile phones. The findings were also applied to other product groups.
