DiscoveryIn his CBBE framework, Keller identified 6 key elements needed to build brand equity; Brand relevance, brand image, brand performance, consumer feelings and judgments, and brand resonance (Appendix 7). From the research conducted this report will ascertain the degree to which HTC meets each level of Keller's model. Brand Identity According to Keller the first step in 'building a strong brand' involves the creation of 'brand identity' (Keller, 2001). brand identity involves creating brand relevance. Brand relevance refers to the customer's awareness of the brand. Brand awareness refers to customers' ability 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 analyzed. The results showed that 58% of those interviewed were men and that their average age was 25 years. These results may show a bias against 20-year-olds due to the selective approach taken when completing the questionnaires. However, it could be argued that this is the primary target demographic for the personal computer market. In measuring "brand salience" we asked the first question about the memory of personal computer brands. The largest number of respondents, 21%, answered Apple Macbook, in second place Sony Vaio with 20%, in third place HP with 17%; followed by Lenovo with 16%. These questions aimed to measure 'brand depth', i.e. how easily recognizable and recallable the brand is. Another equally important area for “brand salience” is brand “breadth”. This refers to a series of purchasing and consumption situations… at the heart of the paper… based on brand equity The Journal of Consumer Marketing Vol. 12 No. 4 , pp. 11-19.Netemeyera R., Krishnanb B., Pulliga C., Wangc G., Yagcid M., Deane D., Ricksf J., Wirth F. (2004) Development and validation of measures of aspects of brand equity based about the customer Journal of Business Research 54 pp. 209-224.Kapferer, JN (2008) The new strategic brand management: creating and sustaining 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. vol. 38 Iss: 3, pp. 102-120.

Topic > DiscoveryIn his CBBE framework, Keller identified 6 key elements needed to build brand equity; Brand relevance, brand image, brand performance, consumer feelings and judgments, and brand resonance (Appendix 7). From the research conducted this report will ascertain the degree to which HTC meets each level of Keller's model. Brand Identity According to Keller the first step in 'building a strong brand' involves the creation of 'brand identity' (Keller, 2001). brand identity involves creating brand relevance. Brand relevance refers to the customer's awareness of the brand. Brand awareness refers to customers' ability 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 analyzed. The results showed that 58% of those interviewed were men and that their average age was 25 years. These results may show a bias against 20-year-olds due to the selective approach taken when completing the questionnaires. However, it could be argued that this is the primary target demographic for the personal computer market. In measuring "brand salience" we asked the first question about the memory of personal computer brands. The largest number of respondents, 21%, answered Apple Macbook, in second place Sony Vaio with 20%, in third place HP with 17%; followed by Lenovo with 16%. These questions aimed to measure 'brand depth', i.e. how easily recognizable and recallable the brand is. Another equally important area for “brand salience” is brand “breadth”. This refers to a series of purchasing and consumption situations… at the heart of the paper… based on brand equity The Journal of Consumer Marketing Vol. 12 No. 4 , pp. 11-19.Netemeyera R., Krishnanb B., Pulliga C., Wangc G., Yagcid M., Deane D., Ricksf J., Wirth F. (2004) Development and validation of measures of aspects of brand equity based about the customer Journal of Business Research 54 pp. 209-224.Kapferer, JN (2008) The new strategic brand management: creating and sustaining 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. vol. 38 Iss: 3, pp. 102-120.