Consumer Brand Equity on Mobile Telecommunication Industry of Bangladesh

Abstract

The study is prepared to analyze the customer-based brand equity four major mobile telecommunications companies. The self-managed questionnaires are used to collect empirical data on brand loyalty, trust, image, emotional attachments and secondary performance data based on the customer base of the cellular company. The survey results show that the GrameenPhone has built the strongest brand equity and Banglaink has the least consumer brand equity in Bangladesh among other competing brands. This research has put forward some useful ideas for an understanding of consumer-based brand equity in the telecommunications sector. The study also discussed on the industries previous years contributions and the external environment analysis through porter five forces analysis that are pressuring the industry to be competitive. These results are more useful for professionals to understand the link between brand awareness and organizational performance. The result suggests mobile telecommunication companies to develop effective advertising campaigns and design policies and customer satisfaction plans.