ESEI services which provides hospital equipments such as


ESEI School
had assigned students to select a Brand that had become outdated and should be
modernised. I should require new branding activities to modernise the brand in
order for the company to manage and adapt to rapid changing market needs and technology.
Accordingly, I chose Toshiba Corporation because I believe that the company’s
brand equity is starting to fade away. Therefore, the company needs to develop new
branding strategies and innovation to maintain current customers, attract potential
customers, increase profit and most importantly to not fall out the market.



Toshiba Corporation
is a multinational company which is highly diversified in electrical products
and services. The company operates in a wide range of electronic based fields. 1-
Energy and infrastructure which supplies thermal power generation and nuclear
power generation systems. 2- Community solutions such as light emitting
diode lights (LED), elevators and sewerage systems. 3- Life style products
and services which include various home appliances, lap-tops, gadgets,
televisions and services such as repairs and spare parts, logistic services and
payroll systems. 4- Health care systems and services which
provides hospital equipments such as x-ray systems. (Times, 2017)

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Toshiba is a Japanese brand, its headquarters
is located in Shibaura, Tokyo, incorporated in 1904. (Times, 2017)




Toshiba Corp. is one of the well-known brands in the electronics
industry, unfortunately the brand recently has been losing its
value due to the mass number of competitors entering the market, where they
penetrate with updated customer needs and innovative ideas which the customers feel of relevance to.


The problem is Toshiba’s ego made the company focuses more on its
products and offerings rather than the needs and wants of their customers. The self
sufficiency of the corporation recently showed the negative outcome where they
started losing their customers due to lack of understanding of their needs. On the
other hand, other companies such as Apple and Samsung came up with innovative
products that are friendly to their target audience which helped them to
achieve a high level of customer’s satisfaction and market share.


Toshiba’s known statement is “leading innovation” yet the level of
innovation used is not remarkable. The company should make customers feel and experience
the innovation promised, Statements cannot just be believed it has to match expectations
through experience of the customer or it will just be an ordinary phrase.


As mentioned before Toshiba is diverse. The corporation seek to
generate in different fields which can result in increasing their revenues. Due
to the high level of diversity Toshiba lost its focus on fast selling major products
such as lap-tops in which the company didn’t follow up with the marketing
trends which lead other companies to tackle what is needed in the market.



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