THE IMPACT OF ADVERTISING ON BRAND EQUITY OF SONY SMARTPHONE”

Ari, Kurniawan (2015) THE IMPACT OF ADVERTISING ON BRAND EQUITY OF SONY SMARTPHONE”. Diploma thesis, Universitas Andalas.

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Abstract

Nowadays, most of mobile phones are addressed as ‘smartphone’. This smartphones offer more advanced computing power and connectivity than contemporary mobile phones. There are many brands that contributed in smartphone business such as Sony, Apple, Samsung, Blackberry, Lenovo, etc. Smartphone companies try to enhance brand equity among their customers. In this technological era, the tendency of people to use smartphone has been increasing. Using smartphone in daily activities can complete various tasks by its many features. Because of smartphone has becomeprimary needs, that makes smartphone market is growing faster. Sony Inc. is one of company that engaged in smartphone industry with Sony Xperia as their product. In Indonesia, Sony Xperia is one of smartphone brand that used by many people, especially by young people like college students. Recently, the competition among smartphone brand becomes greater, so it is important to know how to improve brand equity to increase the market share. Every organization has goal to build a strong brand in a marketplace, because it provides a host of benefits for a firm, including less vulnerability to competitive marketing actions, larger margins, greater intermediary cooperation and support, and brand extension opportunities (Ballester and Alemán, 2005). Almost every marketing activity works, successfully or unsuccessfully, to build, manage, and exploit brand equity (Yoo et al., 2000). Since the late 1980s, the rise of the value-based management philosophy, brand equity has been developed into one of the key marketing concepts throughout management theory and practice (Mustafa Khan et al., 2009).

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