The Impact Of Brand Equity Towards Promotional Strategies Of TM's Internet Services

Nur Farhanah, Dzulkifli (2015) The Impact Of Brand Equity Towards Promotional Strategies Of TM's Internet Services. Project Report. UTeM. (Submitted)

Text (24 pages) The Impact of Brand Equity towards Promotional Strategis of TM's 24 Pages.pdf - Submitted Version Download (283kB)

Abstract

Promotional strategies had become the necessary for each of the company in their marketing effort nowadays. It is influenced by the brand of the company and the product itself which it gave impact in the promotion of the product. Both permanent and cumulative sales also effects from marketing promotions are greater for brands with higher equity and more product introductions, whereas brands with low equity gain greater benefits from product introductions. Competition between the company with others where in the same industry lead to the developing of the brand equity and the innovation in the product growth. In this case study, there were three elements of brand equity that included which were brand awareness, brand loyalty and perceived quality. The research design that been used to get the data analysis was by using quantitative method through survey by distributed the questionnaire. The scope of this research is in area of Melaka city and the state nearest. Number of respondents are 150 respondents that are had used or are currently using TM’s internet services. The result of this research could be showing on the most important elements in brand equity either brand awareness, brand loyalty and perceived quality which help the most in the promotional strategies of TM’s internet services. Based on the result, this research had come with the finding that the most important element of brand equity that gave impact to the promotional strategies of the TM’s internet services was perceived quality.

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