QUESTIONS & ACTIVITIES
a. What is a brand and why did Fujitsu consider it important to focus on building its brand awareness?
b. What are the benefits of becoming the best-known brand in a particular market?
c. Why do you think Fujitsu is working with Mark Taylor to promote the Fujitsu brand and its air conditioning products?
1. Explain the reasoning behind Fujitsu's use of a partnering strategy with other businesses in the Mark Taylor campaign. Is this strategy successful and how might this success be measured?