Brand Strength Analysis- Mobile Brands in India

-By Nikitha Anne

2014H149283P

Introduction:

The Brand Strength of the two big Players in the Mobile Phone Industry namely Apple and Samsung has been calculated.

The Indian mobile industry is the fastest growing in the world and India continues to add more mobile connections every month than any other country in the world. Apple and Samsung are the most popular Mobile brands in India In terms of Mobile features, latest technology, and Loyal Customers.

Parameters – To Assess Brand Strength:

A questionnaire was designed with a likert Scale of 1-5, for the following 10 parameters:

1. Protection

2. Clarity

3. Responsiveness

4. Authenticity

5. Relevance

6. Presence

7. Understanding

8. Consistency

9. Differentiation

10. Commitment

Analysis:

Parameter Apple (Avg) Samsung (Avg)1.Commitment 4.60 3.552.Protection 4.35 3.003.Clarity 4.30 3.604.Responsiveness 3.85 3.905.Authenticity 4.45 3.706.Relevance 4.30 3.657.Understanding 4.10 3.808.Consistency 4.15 3.759.Differentiation 4.75 3.5510.Presence 4.45 3.85Sum-All Avgs. 43.3 36.35Sum -Scale to 100 86.6 72.7

Calculating BRAND STRENGTH: Scale the Averages of all 10 parameters onto Scale of 10. We will then get Brand Strength of each airline out of 100

Brand Strength of Apple: 86.6/100

Brand Strength of Samsung: 72.7/100