Brand repositioning: a case of Ufone, Pakistan
Sadaf Taimoor, Fizah Wasti, Qurat Ul Ain Adil, Sikander Raees, Umair Arshad
Informasi Umum
Kode
24.10.463
Klasifikasi
658.827 - Use of brands and trademarks, Business names, Producer and distributor brands
Jenis
Case Studies
Subjek
Brand Management
No. Rak
Dilihat
319 kali
Informasi Lainnya
Abstraksi
It was in June 2016, when Asad Haroon, the young head of brands at Ufone, a Pakistani originated telecom operating company, was posed with a challenge of dwindling subscriber identity module card sales, deteriorating average revenue per user and an exponential increase in customer churn. The telecom industry itself was in a flux due to various factors such as changes in the regulatory frameworks and technological shifts.Asad felt that the reason for the brand’s decline might be the lack of synergy between the business strategy and the brand’s communication strategy.Asad knew that he would have to make some unpopular choices and review his brand’s communication strategy which had not yet proved to create a harmony between communication goals and business goals. However, he was unsure about how and if at all he should go about changing a marketing legacy and the brand’s positioning which had reigned the minds of his peers and his customers for so long.
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
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Pengarang
| Nama | Sadaf Taimoor, Fizah Wasti, Qurat Ul Ain Adil, Sikander Raees, Umair Arshad |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Emerald |
| Kota | New York |
| Tahun | 2024 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
