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CONSUMEREADY 2006: Toshiba Handset Brand Image in Japan Product Image

CONSUMEREADY 2006: Toshiba Handset Brand Image in Japan

  • ID: 471129
  • March 2006
  • Region: Japan
  • 32 pages
  • IE Market Research Corp

CONSUMEREADY™ provides detailed branding information on countries and companies from our on-going international consumer surveys. CONSUMEREADY™ provides detailed demographic information on brand strengths and marketing strategies that are crucial to know when competing in international markets. As we point out in our Toshiba: Competitor Insight 200, Toshiba’s strategy has clearly been to focus on parts, components, and chip sets with some focus on high-end handsets. From a branding point of view, this report will convey that this not really a prudent strategy since Japanese handset consumers do not identify themselves with the Toshiba brand and will likely switch, should extensive alternative choices become available at KDDI. Toshiba, therefore, needs to go through a complete rebranding exercise, should it decide that it wants to continue to maintain its market share position in the Japanese market. The insight provided by this report will be of immense utility to those seeking to benefit from this companys position.

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Toshiba Overall Brand Awareness
Toshiba Brand Strength Relative to Competitors
Toshiba Brand Weaknesses Relative to Competitors
Branding Action

Toshiba Age Determinants of Brand Strength
Toshiba Income Determinants of Brand Strength
Toshiba Educational Determinants of Brand Strength
Toshiba Brand Strength Relative to Competitors by Age
Toshiba Brand Strength Relative to Competitors by Income Group
Toshiba Brand Strength Relative to Competitors by Education

Toshiba Brand Strength Indicators:
Toshiba Share of Mind by Income-Education
Toshiba % Cool by Income-Education
Toshiba % Creative by Income-Education
Toshiba % Reliable by Income-Education
Toshiba % Good Value by Income-Education
Toshiba % Cheap by Income-Education
Toshiba % Technically Advanced by Income-Education
Toshiba % Good Service by Income-Education

Toshiba Share of Mind by Income-Age
Toshiba % Cool by Income-Age
Toshiba % Creative by Income-Age
Toshiba % Reliable by Income-Age
Toshiba % Good Value by Income-Age
Toshiba % Cheap by Income-Age
Toshiba % Technically Advanced by Income-Age
Toshiba % Good Service by Income-Age

Annex A: Methodology for IEMR’s 2005 – 06 Brand Image Survey
Disclaimers and Disclosures

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Note: Product cover images may vary from those shown

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