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Word Count: 514
MATTEL From a side project of creating dollhouse furniture from picture frame scraps to the worlds biggest toy company Mattel is indeed the international icon and toy standards guiding force From the introduction of Barbie back in 1959 to the most sought after toy of a decade yep I am talking about the cute bright red furry big yellow nosed laughing jiggling wiggling I own 3 cant love him enough super record breaking top selling Tickle Me Elmo Mattels success through the years can be credited to exceptional employeeemployer relations creative and unique innovations and of course a plethora of toys toys toys When I use the term brand equity -- one I personally can identify with because its very expressive even though imprecise -- I am referring mainly to Mattels historical impacts and family values icons Barbie has changed very little over the years just like Mattels superior community efforts safety standards policies and commitment to its consumers input After much review and research I conclude that their are 3 major steps that need to be addressed when explaining how Mattel built up their brand equity Step 1 Revolutionizing marketing techniques to Mattel was as natural as M-I-C-K-E-Y--M-O-U-S-E Television created the platform and opened the gate to the world of Mass Marketing Mattel not only displayed products via the Mickey Mouse Club they implemented the most effective style of target marketing thats still in use today Step 2 Newsworthiness Likeability Trade Support Mattel nailed these basic marketing functions with one mighty swift and well lets just say it was a doll of a deal Barbie Doll that is Creative bold and completely original Now that Barbie had captured the hearts of little girls everywhere and captured the attention of potential investors Mattel simply needed to focus on expanding Money publicity and consumers were without a doubt not going anywhere Mattel was here to stay Step 3 Tying it all together and blooming into Mattel
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