Brand image creation in saturated markets

 Several years ago, one famous deodorant arrived at Japan.
The name of the deodorant was "AXE" , and this prevailed in Japan soon
due to its CM impact.

This CM didn't only stimulate young men's desire that they would like to be popular in women,
but it also caught young women's curiosity.

Actually, when I listened to the image of viral marketing in the previous class,
I came up with this CM since the curiosity about AXE in Japan was quite high and the brand name of AXE became suddenly known to most Japanese as a powerful virus expands.
People who used AXE encouraged others to use as well.

Typically, the companies who have served services at first tend to obtain higher market share.
However, I think that AXE is a good example for the companies who entered markets later to
create brand image and obtain high market share even in a saturated market.    
   

AXE CM:
http://www.youtube.com/watch?v=AeHTqhZ5JXY