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Brand proposition in Xerox Corporation Introduction Xerox Corporation is a multinational company that manufactures and sells printers, multifunctional systems, photocopiers, digital printing press, scanners, and solid ink products and also involved in software solutions.
Brand proposition in the Xerox products Brand proposition is a statement which clearly identifies the benefits of the products to consumers. It is a promise to the consumers and the buyers of the benefits they would achieve if they are to buy these products. The brand proposition should include a unique tag in the marketing strategy that would draw consumers to the product. The Xerox Corporation has used various brand proposition techniques in order to market its products. For example, the Fuji Xerox printers carry a statement “true colors”. This brand propositional method ensures that a customer associates this printing machine with production of high quality print out hence boosting its sales. The Xerox Company also adopted the statement “simplicity by the numbers”. By this catchy phrase, a potential buyer would therefore associate the Xerox products with product efficiency. Since consumers tend to buy high quality and efficient products, the statement assists to improve on the sales of the Xerox products. In addition, the brand proposition may also mean that the service delivery of Xerox Company is fast due to the large numbers of personnel. Hence, there fast delivery would attract customers to their stores. The brand propositioning of the Xerox Corporation has helped to convince new buyers that indeed Xerox offers cheap products. ...
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