...LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT Report on Summer Training BRAND AWARENESS OF HCL LEARNING - CDC (Career Development Centre) -A Study in Chandigarh- Submitted to Lovely Professional University In partial fulfilment of the Requirements for the award of Degree of Master of Business Administration Submitted by: Gaurav Sharma University Registration No. 3450070065 DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY JALANDHAR-NEW DELHI GT ROAD PHAGWARA PUNJAB Acknowledgment This project was result of my life’s best efforts till now and ultimate industry and corporate world experience. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. I wish to express my sincere gratitude to my Training Coordinator, Mr. Ashwani Panesar and my Mentor and project guide for Summer Training, Ms. Mandakini, Lecturer in Management Department of Lovely Professional University, for providing me an opportunity to do my Six week Summer Training Project on “BRAND AWARENESS OF HCL LEARNING-CDC” in “HCL Infosystems Ltd., PHASE-8, MOHALI.” I am highly indebted to my project guide in HCL Infosystems Ltd, Mr.Tarun Kumar, Business manager-North, HCL Infosystems Ltd. for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing...
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...Brand Equity, Brand Awareness, and Brand Image COM 302 Brand Equity, Brand Awareness, and Brand Image As consumers in the United States of America, Americans encounter a number of advertisements daily. Too many to possibly remember them all, then why do we choose Nike shoes, Colgate toothpaste, McDonalds food, or Toyota cars? Choices made by consumers are often affected by the brand image of the product purchased. A brand exists when a marketing entity receives its own name, term, sign, symbol, design, or any particular combination of these elements as a form of identification (Shimp, 2010). Without a recognizable brand, a product is but a mere commodity. Brands do not only furnish the environment in which we live, but also define who we are. Consumers like brands because they package meaning. They form a kind of shorthand that makes choices easier and in a world where time is an ever-diminishing commodity; brands make it easier to store evaluations (Aaker & Biel, 1993). The distinction between brand image and brand equity is that brand equity deals with the value, usually defined in economic terms, of a brand beyond the physical assets associated with its manufacture or provision (Aaker & Biel, 1993). Brand awareness comes from the brand image. Awareness includes strong, favorable, unique associations with a product. The highest awareness comes from consumers when they can recall from memory a specific brand when a product is mentioned. For example, if someone...
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...In this chapter, we are going to explain brand awareness and brand image. Customer-based brand equity happens when there is a high level of brand awareness and familiarity with the brand and it occurs when the customer has in memory some strong, suitable, and unique brand associations; and to establish a positive brand image in consumer memory, we need to create brand awareness and brand image to build customer-based brand equity. 2.1 What is brand awareness, and how do we achieve it? First of all, brand awareness is composed of two things: brand recognition and brand recall performance. Brand acknowledgment or recognition is buyers' capacity to affirm former introduction to the brand when given the brand as a sign. Brand recall is purchasers'...
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...HTC-WAYS TO ENCHACING THE BRAND IMAGE OF THE PRODUCT BY Sanjana Narasimhan DM16158 HTC-WAYS TO ENCHACING THE BRAND IMAGE OF THE PRODUCT INTRODUCTION * HTC is a Taiwan-based company found in 1997, who started as Laptop manufacturer and then soon started making Windows Smartphone. * In 2008, they came up with their first Android based Smartphone HTC Dream. * The HTC as a company made Quarter losses due to the lack of the following points: * Low brand recognition * Improper marketing strategies * Improper Distribution Network * The mobile released per year is less/ Their portfolio is small * These factors impacted the sales of HTC to a large extent, the product was one of the best in the category, but it was impacted because their marketing is less and the message delivered is confused. * The company is known to be innovative and they understand the pain points and wants clearly while coming up with the product. For example, Htc focused on what people used a lot, they improved the Camera. * The company focused on the high priced segment market, due to which their market share was very low. Large player like Samsung and Apple spent large amount of money in marketing, while HTC spent a small pie. * The company was using the slogan “quite brilliant” since which did not create much impact. * For a company like HTC which has a good product to come up Brand awareness and memory is very important as Woody Allen once said...
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...The Impact of Brand Awareness on Brand Equity: A Study of Malaysian Automobile Industry Prepared by: Wiki Noviandi (G1335059) Feras Qawasmeh (G1335039) Nor Izuan Shah Minhad (G1325003) Wira Amirul (G1230579) Abdul Razak (G1333627) Prepared for: Prof. Dr. AKM Ahasanul Haque Date of submission: 13/07/2014 Abstract This research project will use quantitative measurement to examine how influence of brand awareness on brand equity to the customer purchasing decision on Malaysian automobile industry. The quantitative method used is to survey because this method creates the results as statistically reliable. This study focuses on whether Malaysian consumers are knowledgeable about branded products and most of the Malaysian consumers are loyal to a particular brand. Furthermore, brand name and symbol defines the social class of consumers and branded products believed to be of superior quality. Table of Content Abstract…………………………………………………………………………………. 2 Table of Content………………………………………………………………………… 3 Introduction…………………………………………………………………………….. 4 Literature Review………………………………………………………………………. Brand Equity……………………………………………………………………. 6 Brand Knowledge………………………………………………………………. 8 Brand Awareness……………………………………………………………….. 9 Automotive Industry……………………………………………………………. 10 Proposed Methodology…………………………………………………………………. 13 References……………………………………………………………………………….. 14 Appendix….……………………………………………………………………………….. 17 Introduction Brand is symbol intended...
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...VIETNAM NATIONAL UNIVERSITY – HOCHIMINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS AN IMPACT OF BRAND ELEMENTS ON BRAND AWARENESS THE CASE OF OPPO SMARTPHONES IN HCM CITY In Partial Fulfillment of the Requirements of the Degree of BACHELOR OF ARTS in BUSINESS ADMINISTRATION Student’s name: VU NHU QUYNH (BABAIU11308) Advisor: HO THI BICH VAN, PhD Ho Chi Minh City, Vietnam May, 2015 AN IMPACT OF BRAND ELEMENTS ON BRAND AWARENESS THE CASE OF OPPO SMARTPHONES IN HCM CITY APPROVED BY: Advisor APPROVED BY: Committee ___________________________ ___________________________ Ms. Ho Thi Bich Van, Ph.D Ms. Ho Thi Bich Van, PhD ___________________________ Mr. Bui Quang Thong, PhD ___________________________ Ms. Nguyen Thi Huong Giang, MBA ___________________________ Mr. Tran Van Dat, PhD THESIS COMMITEE ACKNOWLEGDEMENT This thesis could have never been done without the help and contributions of many people that I am very thankful to. First of all, I would like to express my deepest acknowledge to my supervisor, Dr. Ho Thi Bich Van – lecturer at Business Administration School, Ho Chi Minh City International University for her unbelievable and unreserved support, enthusiastic and valuable advices. She is a wonderful teacher who has taught and encouraged me from the beginning of this task till the end. Again, I want to say “Thank You Very Much” to my advisor for all she has done for me. Then, I would like to express...
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... perspective of consumer brand awareness 1.0 Introduction Sports sponsorship has long been crucial sources of funds for sports, literature and art as well as the social events. And after 30 year of development, sponsorship marketing has gradually become a global industry. It is widely acknowledged that sports sponsorship enhances the consumer's perception of a brand via big events. However, the study on to what extent the sports sponsorship would influence consumer purchase intention is rare. This essay is established in the purchase intention of consumers, from which to explore consumer brand awareness, and then analyze the relationship within sports sponsorship and consumer brand awareness and purchase intention. This article will be analyzed from two parts; the author would analyze the consumer's brand attitude in the first part: from the cognition to the emotion, from the action and reaction, aiming at get a better understanding of the relationship between the brand and the consumer. Later in this essay, the author would discuss the influence sports sponsorship marketing might have upon consumption. Brand effect is able to zoom in during the process of sponsorship marketing, however, sports sponsorship motivation has become a key point that consumers value a brand, in the process, the enterprise needs to show the "altruistic" instead of "self-interest" motivation to win consumers’ favor. 2.0 Brand attitude Attitude of consumers...
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...Summery 1 The importance of Brand awareness in consumer buying decision and perceived risk assessment Lecturer PhD Ovidiu I. MOISESCU Babeş-Bolyai University of Cluj-Napoca Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to affect the decision of the consumer when selecting a brand name. And also can affect the consumers perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics. On the other hand, the importance of aided brand awareness when assessing the perceived risk associated with the purchase. http://www.mnmk.ro/documents/2009/10_Moisescu_FFF.pdf Summery 2 Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer Prof. Dr. Muhammad Ehsan Malik Muhammad Mudasar Ghafoor Hafiz Kashif Iqbal Usman Riaz, Noor ul Hassan, Muhammad Mustafa & Saleh Shahbaz In recent times consumers choose their favorable and familiar brands due to the rise in their consciousness. Consequently the businesses in order to compete with others must create love for their brands in the minds of consumers. If an organization has a successful brand awareness it means that the products and services of the organization have a good repute in the market...
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...marketing communications on brand awareness and loyalty The influence of marketing communications on brand awareness and loyalty Introduction The study analyses the importance of spending on marketing communication to achieve brand loyalty and brand awareness. Brand awareness and brand loyalty are dimensions of brand equity. Brand equity refers to the value added to a product in its relationship with customers. Research indicates that brand equity is a strategic aspect of marketing management and can be created by strengthening one of its dimensions (Giese & Cote, 2000). Consequently, marketing has a potential effect on the brand equity because brand equity represents the impact of investment in the brand. The consumers are attracted to the product brand. The organization without brand deficits to sustain the competitor’s strength equates towards opponent brand equity (Grossmanova, Vojtkova & Kita, 2009). Organization should recognize its brand as an indefinable property. There is a direct connection with organization brand equity inside an intensive economics. Thus, companies need to look at the brand process and carry out these methods to cope with the well-known brands (Morgan & Hunt, 1994). The brand offers distinct concepts and features, thus conveying relevant information to the consumers. Although advertising plays an essential role in the marketing programs and strategies, growth and development of brand equity the primary goals...
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...management, generation and distribution system. CIPP, one of the core businesses of Power Gen, has earned the company a total of 162MW gas engine power plant projects on turnkey basis. A total of 173.31MW of our Diesel generators within the range of 30Kw and 1400Kkw are in trouble free operation nationwide. Our recently formed Oil & Gas Division in association with world reputed Companies like Parker Drilling Company, Messina Incorporated, Emme Gas etc. , aims to provide service and support to Oil & Gas Exploration, Production, Transmission and Distribution sector of Bangladesh including CNG refueling station etc. Energypac Power Generation Ltd has taken up another recent project of importing and marketing China’s largest selling brand, JAC automobiles. EPGL has experienced spectacular growth over these past 12 years .It has now nearly 200 highly motivated employees determined to bring about the various technological innovations and their implementations and thus help the country in quality goods and services. Our Quality products, competent manpower, countrywide operation have earned us an ever increasing popularity among our valued customers and clients VISION: EPGL wishes to become the first choice its customers by providing best in class end-to-end engineering solutions, win the hearts and minds of current and...
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...A STUDY ON BRAND PREFERENCE OF WALLCARE PUTTY IN THE AREA OF PARAMAKUDI QUESTIONNAIRE 1. Name : 2. Address of the firm : (With seal) 3. Status of the firm : Individual firm [ ] Partnership firm [ ] 4. Sex : Male [ ] Female [ ] 5. How you’re doing the business? 6. Total year of experience? 7. How did you know about the product? a) Promotional activities [ ] b) Friends & Relatives [ ] c) Distributors [ ] d) Company official [ ] 8. State your awareness regarding BIRLA WALLCARE PUTTY a) Fully aware [ ] b) Partly aware [ ] c) Just awareness [ ] 9. Which type of product does you familiar with the BIRLA WHITE? a) Birla white cements [ ] b) Birla wall care putty [ ] c) Birla white texture [ ] d) other`s name:______________ 10. How long you are using Birla white Products? a) Below 1 year [ ] b) 1-2 years [ ] c) 3-5 years [ ] d) above 5 years [ ] 11. Mentions the company that you have dealerships? a) Birla wall care putty [ ] b) J.K. wall care putty [ ] c ) ASIAN [ ] d) Berger [ ] e) Nrolee [ ] f ) Nippon [ ] g) Other’s name:______________ 12. Please ranking the following brands customer will prepare to...
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...right temperature is achieved etc * Installation of the Quartz was about half a day (vs. 2 days for other showers) Survey shows that consumers and plumbers loved the product. However, initial sales are low, mainly due to low consumer awareness and plumbers’ reluctance to new products. Where does the problem lie in the funnel? Consumers are uninformed about showers, with little understanding of the products options. Thus, plumbers have a greater influence when selecting the brand, as only in 27% of the times consumers select type and brand of the shower, otherwise plumbers influence on the purchase. Lack of knowledge leads to lack of brand awareness. Options: 1. Targeting consumers directly: -Expensive to have a proper ad campaign (costs 3 to 4 M Euro) - The consumers decide only 27% of the time (ex 4) +Consumers could become more brand aware +Easier to reach consumers than plumbers 2. Targeting Do-It- Yourselfers -Lower-end part of the market thus will be price conscious, have to lower prices -The brand will be perceived as a lower quality brand, due to the new niche market +Could “push” the product through partnership (B&Q) thus have lower costs than running an ad campaign -Cannibalize the Gainsborough brand +they are a large portion of the market about (1/3) (ex 6) 3. Targeting Developers +Large volume channel, need only e few developers +Force plumbers...
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...time Michelle can’t seem to stay focus or concentrate when she is reading. She seem to become bored before even getting started she believes that because she doesn’t have any since of motivation which make her reluctant to start and finish the book she reading. Then there the fact of her not being able to comprehend what she has already read. Which make her wonder if her lack of concentration is playing a significant factor. Michelle feels that it is very important that she gets in the habit of reading a book or any other source of material daily. And become a disciplinary person when it comes to her self of not following a certain guideline that can be beneficial. Reading today is vital just like our organs are reading helps readers to brand new things and with the development of a great self image. It’s one of the main factors in which society look on individuals to be able to do. Michelle feels that if she began now by creating a plan and setting goal in regards to reading it would remind her of what is about to take place. Michelle agrees to the following terms to make time for reading by taking one hour out of her busy schedule everyday to read a of the mention books above and she can’t not start another one until this book is fully completed. She must read one chapter everyday day within the given time frame, This time must be when nobody is their to distract he, where the television is not on, the cellular phone is on off or on vibrate and the house phone is set up...
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...Amazon’s: The Ethical Collection Executive Summary: Amazon.com the online retailer has many different verticals for its ecommerce site. The retailer has set many bars and has many different aspects that make it a heavy hitter in sales on it the ecommerce industry. The vison for Amazon.com 2.0 will consist of incorportaing an ethical brand line extension, The Ethical Collection. Our goal is to inform our shoppers on a environmentally friendly form of shopping for garments and bring awareness so shoppers becoming conscious consumers. Product Description: The Ethical Collection will consist of fairtrade and ethical designers across the country being able to sell their designs on Amazon.com. The collection will allow consumers to shop with an alternative and assortments that are not only favorable for the shopper, but valuable to the world. The Ethical Collection will provide Amazon with a new vertical. This advanced vertical will allow Amazon to reach an entirely new target. Amazon.com belives in a better fashion future. This new collection will provide just that, it will allow the consumers to acknowledge awareness in the fashion industry and the positive impact purchasing consciously can do. The Ethical Collection will be built on six pledges. Be Ethical Provide Ethical fashion to conscious consumers Social commitment Be environmentally friendly Reduce, reuse, recycle Strengthen the fashion cycle Target Segmentation: The target segmentation for the Amazon’s The...
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...reach ofbranded jeweler‟s, brand awareness of various brands in the jeweler‟s market.Hence the first question was to find out the factors that guide a customer while purchasingjewellery which dealt with nine attributes. The respondents where just asked to tick on theattribute that guided that purchase decision. The result is as follows 1) Factors that guide you while purchasing jewellery? Family Promotion Design Price Purity Image Variety Display Service and and Offers Friends 85 92 87 65 67 5 10 2 12From the above results an observation can be drawn that out of the 100 respondents 92 of themfeel that price is a major factor that guides their purchase decision. Apart from price purity also isconsidered important by 87 respondents, followed by design with 85 respondents feel it is animportant factor. Variety and image are the other important attributes that are considered whilemaking a purchase decision. Attributes like family and friends, promotions and offers are still notvery popular among the respondents selected for this research. The attributes like service anddisplay have been selected only by 2 and 5 respondents respectively showing that these are theleast important thing that guide an individual to purchase jewellery.The diagram below shows the guiding factor of the respondents while purchasing jewellery in anascending manner. 29 30. 100 92 85 87 90 80 65 67 70 60 50 40 30 20 10 12 2 5 10 0Question two dealt with the awareness of various brands of jewellery available in...
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