The Comparison Between Dettol And Lifebuoy Brand In Term Of Brand Equity Based On Customer Perspectives In Malacca

Murshid, Murni Aqilah (2014) The Comparison Between Dettol And Lifebuoy Brand In Term Of Brand Equity Based On Customer Perspectives In Malacca. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, economic environment becomes more competitive. Besides that, introducing a new brand in the market becomes more costly and challenging. Thus, companies must find new strategies to implement in order to increase the capacity and competitiveness. So, the manufacturer and the marketers need to put a lot of effort in term of innovation of product, brand, promotion, and packaging in order to achieve the competitive advantage. Thus, one of the efforts to maintain the competitive advantage is by managing and building strong brand equity. That's why many marketers and researchers apply different approaches to investigate brand equity. The various approaches were classified into three main perspectives which are customers-based perspective, financial perspective and combined perspective. This research was covered on customer-based perspectives in order to approach brand equity of Dettol and Lifebuoy at AEON JUSCO and TESCO in Malacca. In addition, Independent sample T-test was applied in order to compare the mean score of brand equity and brand equity factors between Dettol and Lifebuoy brand. Thus, the result shows the most important factor that gives a difference between Dettol and Lifebuoy brand in term of brand equity factors is Brand Loyalty. In conclusion, the researcher analyzed that the brand loyalty is the important aspect in order to build brand equity.

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