Advertising and Positive Brand Equity

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Question 1

Given all the changes in the branding strategy for Mobinil over the years, has the Mobinil brand conveyed a consistent meaning to consumers? Is this a benefit or a detriment as the mobile service provider business moves forward in Egypt with the entry of Etisalat and Vodafone?

Branding strategy made is because brands are powerful assets that must be carefully developed and managed. It is a key element in the company’s relationships with customers. Brands represent customer’s perceptions and feelings about a product and its performance. Hence a brand should have positive brand equity so that customers react more favorably to it. Besides that, marketers need to position their brands clearly in target customer’s minds. In positioning a brand, marketer should establish a mission for the brand and a vision of what the brand must be and do. It should always be remembered that a company’s brand is a promise made to deliver a specific set of features, benefits, services and experiences consistently to buyers.

Therefore, Mobinil realized that it has done some changes in the branding strategy especially when the competitors come into the market in Egypt. The changes are it uses unique, realistic, and creative advertising to build customer loyalty and enhance brand awareness. Besides that, it also conducting advertising and brand tracker research that measure consumer’s total brand recall of company’s advertisings and how it will affect consumer’s motives to buy. Furthermore, the other strategy used is hired an advertising agency, Leo Burnett.

The changes show that Mobinil creating a strong brand awareness for the company. Hence, it shows that Mobinil’s brand conveyed a consistent meaning to consumers. A consistent perception from customers is important as it gives benefit to Mobinil as it moves forward in Egypt with the entry of Etisalat and Vodafone. Even though the competitors exist, consumers have a positive brand equity towards Mobinil’s brand....
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