ConclusionIn his CBBE framework, Keller identified 6 key elements necessary to build brand equity; Brand salience, brand imagery, brand performance, consumer sentiments and judgments and brand resonance (Appendix 7). Based on the research conducted, this report will determine how well HTC meets each level of Keller's model. Brand Identity According to Keller, the first step in “building a strong brand” involves creating a “brand identity” (Keller, 2001). brand identity involves creating brand awareness. Brand prominence is linked to brand awareness among customers. Brand awareness refers to the ability of customers to remember and recognize a brand” (Keller, 2001, p.8). The first two questions asked respondents their age and gender. These questions would give an indication of the type of market segment being analyzed. The results showed that 58% of those surveyed were men and their average age was 25 years old. These results may show bias towards people in their 20s due to the selective approach taken when conducting the questionnaires. However, it could be argued that this is the primary target demographic for the personal computer market. When measuring “brand importance,” we asked the first question about memory for personal computer brands. The largest number of respondents, 21%, said Apple Macbook, second Sony Vaio with 20%, third HP with 17%; followed by Lenovo with 16%. These questions aimed to measure “brand depth,” that is, how easily the brand is recognizable and memorable. Another equally important area for “brand prominence” is brand “breadth.” This refers to a range of purchasing and consumption situations...... middle of paper ...... based on brand equity The Journal of Consumer Marketing Vol. 12 No. 4, p. 11-19. Netemeyera R., Krishnanb B., Pulliga C., Wangc G., Yagcid M., Deane D., Ricksf J., Wirth F. (2004) Development and validation of facet measures of customer-based brand equity Journal of Business Research 54 pp. 209-224.Kapferer, JN (2008) The new strategic brand management: creating and maintaining long-term brand equity. 4th edition, London Kogan Page.Keller, KL (2008) Strategic brand management: building, measuring and managing brand equity. 3rd edition. Upper Saddle River, NJ Pearson/Prentice Hall. Wood L. (2000) Brands and brand equity: definition and management. Management Decision, Vol. 38 Iss: 9, pp.662 – 669. Aaker, D. (1996) Measuring brand equity across products and markets. California Management Review. Flight. 38 Iss: 3, p.. 102-120.

Essay / ConclusionIn his CBBE framework, Keller identified 6 key elements necessary to build brand equity; Brand salience, brand imagery, brand performance, consumer sentiments and judgments and brand resonance (Appendix 7). Based on the research conducted, this report will determine how well HTC meets each level of Keller's model. Brand Identity According to Keller, the first step in “building a strong brand” involves creating a “brand identity” (Keller, 2001). brand identity involves creating brand awareness. Brand prominence is linked to brand awareness among customers. Brand awareness refers to the ability of customers to remember and recognize a brand” (Keller, 2001, p.8). The first two questions asked respondents their age and gender. These questions would give an indication of the type of market segment being analyzed. The results showed that 58% of those surveyed were men and their average age was 25 years old. These results may show bias towards people in their 20s due to the selective approach taken when conducting the questionnaires. However, it could be argued that this is the primary target demographic for the personal computer market. When measuring “brand importance,” we asked the first question about memory for personal computer brands. The largest number of respondents, 21%, said Apple Macbook, second Sony Vaio with 20%, third HP with 17%; followed by Lenovo with 16%. These questions aimed to measure “brand depth,” that is, how easily the brand is recognizable and memorable. Another equally important area for “brand prominence” is brand “breadth.” This refers to a range of purchasing and consumption situations...... middle of paper ...... based on brand equity The Journal of Consumer Marketing Vol. 12 No. 4, p. 11-19. Netemeyera R., Krishnanb B., Pulliga C., Wangc G., Yagcid M., Deane D., Ricksf J., Wirth F. (2004) Development and validation of facet measures of customer-based brand equity Journal of Business Research 54 pp. 209-224.Kapferer, JN (2008) The new strategic brand management: creating and maintaining long-term brand equity. 4th edition, London Kogan Page.Keller, KL (2008) Strategic brand management: building, measuring and managing brand equity. 3rd edition. Upper Saddle River, NJ Pearson/Prentice Hall. Wood L. (2000) Brands and brand equity: definition and management. Management Decision, Vol. 38 Iss: 9, pp.662 – 669. Aaker, D. (1996) Measuring brand equity across products and markets. California Management Review. Flight. 38 Iss: 3, p.. 102-120.

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