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This paper discusses the core concepts of brand equity, its sources and its importance to an organisation.
Member rating: No Rating | Words: | Submitted: Tue Apr 06 2004
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Executive summary This paper discusses the core concepts of brand equity, its sources and its importance to an organisation. A descriptive survey was conducted through means of a questionnaire to measure the sources of brand equity of the Samsung Mobile brand. The survey demonstrated variable results for questions relating to brand association and brand awareness. The main finding of the paper was that consumers were influenced more by Samsung's tangible / product related attributes rather than emotional wants in considering purchasing a Samsung mobile. This audit provides us with a snapshot brand picture of Samsung mobile and how consumers conceptualise it to be. The second part of the study includes the limitation of the current study. Like any other research, the research undertaken has its limitation. "Brand equity" is complex in nature and cannot be quantified by a single measure over a small number of analogous respondents. The research should be...
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