Exploring the impact of brand awareness on brand equity

: a focus on Secrid

Abstract

Consumer behavior and brand performance are heavily influenced by Brand Equity, which refers to the added value a product gains from positive brand associations and brand-related assets. Research indicates that Brand Awareness is crucial in building and maintaining robust Brand Equity. However, this area has been overlooked in the leather goods and pocket-wear industry. The Dutch company Secrid presented an opportunity to investigate this relationship further. This internship report examines the impact of Brand Awareness on Brand Equity in the pocket-wear sector, specifically focusing on Secrid. A concurrent mixed-methods study was conducted using a survey and a six-person focus group based on Aaker’s Consumer-based Brand Equity model. The model encompasses five factors: 1) Brand Awareness, 2) Brand Loyalty, 3) Perceived Quality, 4) Brand Associations, and 5) Other Proprietary Assets. The study found a positive correlation between Secrid’s Brand Awareness and various facets of Brand Equity. The results revealed a strong association between Brand Awareness and Brand Loyalty, with participants’ familiarity with Secrid and top-of-mind Brand Awareness showing the strongest correlation. Additionally, Brand Awareness was strongly correlated with Perceived Quality, indicating its impact on product quality perceptions. A relationship between Brand Awareness and Proprietary Assets also emerged, with familiar respondents presenting knowledge about the brand’s Proprietary Assets and acknowledging their value as a brand differentiator. The study also highlighted the importance of socio-cultural and experiential factors in shaping top-of-mind Brand Awareness. This research contributes to the broader academic branding and marketing knowledge while also holding practical implications for Secrid’s growth and competitiveness.

Date of Award	14 Dec 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Alexandre Duarte (Supervisor)