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Brand Building - Sprint Nextel

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Submitted By Hersheys74
Words 1074
Pages 5
Sprint Nextel
MKTG305-1301B-01
Marketing Management
Project Type: Unit 2 Individual Project

Abstract
This paper will cover a brief interview with Dialietta Bishop, an extremely loyal Sprint Nextel consumer. This document will also discuss Sprint’s marketing branding and market targets.

Sprint Nextel

The company is Sprint Nextel and is known as a renowned telecommunication company that provides high satisfactory services to its consumers. This company was initially founded in 1899 by Cleyson Brown when he started the Brown Telephone Co. By the end of 2012, this company provided services to over 55 million customers still growing. Brand loyalty interview: the brand and its competition
Brand loyalty is defined as the act of consumer’ preference for a particular service, product, or good; in laymen terms, the consumer is not willing to experiment with other goods but will make repeated purchases of a particular brand.
In interviewing Dialietta Bishop, mother, she made it evident that over the years, she has been a loyal Sprint customer and this preference has trickled down through the family. Initially, she was an AT&T customer however due to challenging customer service incidents and an error in posting payments; she began her quest in finding a new telecommunication provider.
Within a few months she chose to take a friend’s advice and sign on with Sprint and for the past ten or more years, she has been a loyal customer of their products (phones and accessories) and services. In discussing the reasons for not trying other competitors, it was made clear that the choice was not due to the phone style at that time, it was the customer service and how the sales representative took the time to clearly explain the phone plans and actually compared her AT&T usage with Sprint’s comparable plans.
From the interview, it is evident that Dialietta

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