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The company which I have chosen to investigate is the top end entertainment electronic producer, Bang & Olufsen. B&O is a luxury lifestyle brand, as it's their image, design and quality are not rational. Bang & Olufsen's image means that their target group are prepared to pay 'luxury' prices. B&O is the 'Porsche' of the entertainment electronics producers. The only other electronic producer which is really anywhere close to B&O's standard is their main rival Loewe. Loewe is compared with BMW rather than Porsche, as they market middle to higher-end entertainment electronic products and are still far from attaining B&O's luxury lifestyle image. However, Loewe has managed to create a strong upmarket brand. Both company's were founded in the 1920s, and both their main philosophy is focus on core business. Bang & Olufsen's sales are increasing as they are gradually becoming widely recognised. This is shown in the table below:...

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