An analysis of branding strategy of the Japanese
mobile phone company
Case study of NTT Docomo

By
Yasuhiro Naruse

Yasuhiro Naruse, Graduate Diploma, 2009

Abstract

Nowadays, branding strategy has become priority in marketing. There is
a numerous number of companies which seek to obtain brand equity, and also
the Japanese biggest mobile phone operator NTT docomo, tried to generate
huge brand equity with their strategy in 2008. From a point of view of marketing
mix and customers‟ attitude, NTT...