Sunday Communication Ltd.

GROUP B10:

An Introduction
HKs mobile phone market 8.3 mill subscriber base Penetration of 120.7% Large players hold 80% of market Sunday Communications Ltd. Mobile phone service brand, launched in 1997 Unconventional, slice-of-life advertising Most recognized brand in HK, late 90s

Sources of Sundays Brand Equity

1. Qualitative: Brand Associations:

Strength
Irreverent (creative association) Spirited brand personality (appealed to the younger consumer) Was positioned as a lifestyle brand (In HK cell phones were a status symbol) Tapped Local trends Divergent

Uniqueness & Originality

Ads were consistently praised for being creative and original Clutter breaking

 Projective aid for consumers: High campaign visibility Eye catchy advertisments

TVC, newspapers, magazines, MTR stations

Brand Personality and values Spirited & Unconventional Developed Through joint promotions

Cirque du Soleil (creative & unconventional)

2. Quantitative: Awareness:

Recognition

Most recognized brand in HK during the late 90s

Image & Responses: Backlash (consistent with being irreverent) Helped further the irreverent image that was trying to be created Relationships: Higher lock-up period of 37 months 65% of consumer base was locked up

Ways to use this BE in the Long term

Brand Extension Services such as DTH, internet, data cards Games, Apps, Generate other revenue streams Made it attractive for acquisition

Brand Associations relative to Competitors

Brand Associations
Strength

Factors
Personal Relevance Consistency

Sunday vis--vis competitors

High

Overall

High
Medium to High Low High Very High Medium to Low Very High

Favorability

Desirability Deliverability

Uniqueness

Strategic Intent of campaigns

Date
Jan 1998

Title
Tits

Strategic Intention
Brand Awareness

Jan 1998
Jan 1998 Mar 1998 1998 Dec 1998 Nov 1998 Dec 1998

Farts
I Dont want to Grow Up Kung Fu baby Sunday Surprise Bunny International Roaming MTR

Brand Awareness
Brand Positioning Highlight Brand Attributes Information Strategy Persuasion, Inoculative Highlight Brand Attributes Brand Awareness

Contd.
Date
Jan 1999
Twice Feb 1999 Independence Day Gandhi Brand Personality, Inoculative Feb 1999 Independence Day John F. Kennedy Feb 1999 Brand Personality, Inoculative

Title
Independence Day Think

Strategic Intention
Inoculative

Independence Day Sun Yat- Brand Personality,

sen
Feb 1999 Independence Day Street march Feb 1999 Independence Day Throw away phones

Inoculative
Brand Personality, Inoculative Highlight Brand Attributes