Being in marketing, I cannot stress enough the importance of a brand. I have been in advertising for more than 15 years now and I have always been an advocate of brand building. A brand’s value is worth much more than the company’s profits. Each year magazines and other trade journals rank the most recognized brands around the world. One such brand is Xerox. The iconic X brand image is recognized and regarded by millions as the trusted name in photocopying machines. It has become so popular that photocopying machines are sometimes referred to as Xerox machines. With the advent of Xerox printers, the company hopes to ride on the popularity and reputation of Xerox photocopiers.
Just as Xerox copiers are reliable and trusted, they want their Xerox printers to be regarded as the same. The printer market however is totally different from the copier market. The big names in computer manufacturers and printers have been slugging it out for the past years with all their features and prices. But Xerox is ready; its printer line can compete side by side with the top [printer brands. With Xerox’s reputation as the top copier, their lines of printers with copiers could very well give the competition a run for their money. A printer that copies easily is a perk. It saves the employees time and energy from having to make photo copies of printed documents.