Exploring the impact of brand awareness on brand equity : a focus on Secrid

• Autor(a) principal: Di Stefano, Sofia
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/43795
• topic: Brand awareness; Brand equity; Brand loyalty; Branding; Marketing; Consciência da marca; Lealdade à marca; Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação

Consumer behavior and brand performance are heavily influenced by Brand Equity, which refers to the added value a product gains from positive brand associations and brand-related assets. Research indicates that Brand Awareness is crucial in building and maintaining robust Brand Equity. However, this area has been overlooked in the leather goods and pocket-wear industry. The Dutch company Secrid presented an opportunity to investigate this relationship further. This internship report examines the impact of Brand Awareness on Brand Equity in the pocket-wear sector, specifically focusing on Secrid. A concurrent mixed-methods study was conducted using a survey and a six-person focus group based on Aaker’s Consumer-based Brand Equity model. The model encompasses five factors: 1) Brand Awareness, 2) Brand Loyalty, 3) Perceived Quality, 4) Brand Associations, and 5) Other Proprietary Assets. The study found a positive correlation between Secrid’s Brand Awareness and various facets of Brand Equity. The results revealed a strong association between Brand Awareness and Brand Loyalty, with participants’ familiarity with Secrid and top-of-mind Brand Awareness showing the strongest correlation. Additionally, Brand Awareness was strongly correlated with Perceived Quality, indicating its impact on product quality perceptions. A relationship between Brand Awareness and Proprietary Assets also emerged, with familiar respondents presenting knowledge about the brand’s Proprietary Assets and acknowledging their value as a brand differentiator. The study also highlighted the importance of socio-cultural and experiential factors in shaping top-of-mind Brand Awareness. This research contributes to the broader academic branding and marketing knowledge while also holding practical implications for Secrid’s growth and competitiveness.