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Advantages Of Konrow

Decent Essays

According to Farquhar (1989) brand equity is “The added value to a firm, the trade, or the consumer with which a given brand endows a product”. The sales advantage that Mr. Yoni Haddad discusses shows how Konrow is preferred over other brands thanks to the sales advantages while introducing the devices characteristics and as mention that Konrow become a known brand despite the fact that other brands spends substantially more on marketing incentives to strengthen their brand. As brand equity is the combined value of the brand, the larger brand equity can be seen through higher brand awareness. The empowered brand equity gives Konrow a competitive advantage.
5.5 Loyal Customer base
All the respondents regardless of position in the company argued that creating a loyal customer …show more content…

Concerning this point, it is important for the marketing manager to build strong point-of-sell arguments.

The image of the Konrow’ brand isn’t well associated as we can learn from the participants responds. They expressed several concepts that can be considered by Konrow to evaluate and match a positive association strategy, by trying to delete “Unknown brand”, “common design” associations from the consumers mind. These factors should lead the brand during the communication campaign and at the sales point.

One of the most negative issues for Konrow was stressed by its consumers is that the brand name doesn’t have a meaning to them except the fact that it’s a mobile phones brand. It is important for Konrow to have being linked to some values that can insure a purchasing act. These links can be: technology, origin, quality, lift style

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