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Ups: How Brown Got Cool

In: Business and Management

Submitted By vivior
Words 381
Pages 2
UPS: How Brown Got Cool
Consumer Behavior
Professor Janis Mcfaul
By
Suchin Myung
September 9th, 2013

The brand name and the design is very important to the company because it represent their product and service image. In this case, UPS is a company that provides the best services to the consumer and customers. Brand makes easier the consumers to decide with less risk on a product and services to purchase. UPS have been successfully retooling the new brand strategy to the consumers, their image from small package transportation and delivery to core competency in the movement of goods to include a lot of other types of added value services. The old version brand design was the confining shield and package design in favor of a more dynamic inclusive symbol of small package that represented an image of very powerful platform which was devoid of some of the baggage or some of the limitations. In the other hand, the new design color which was the color brown cool that gave an image of just all about package delivery. UPS led to pursue an integrated marketing communications approach was required to change its image in the market. The integrated market communication was to create a bridge or channel of communication between the consumer and the company. This way they earn to get the maximum business out of the market. It was important for UPS to make the market understand that they are not only the package delivery company, but they do so much more than just the package delivery. Promotional objective for the synchronized commerce was to get the potential business from the core market which was unaware of the capabilities of the company. Working this out was a good opportunity for the company to re-model their own shape in the market and to be known as a global leader of the market not only in packaging but other benefitting solutions to all

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