Brand and Telecommunication Industry
KWAME NKRUMAH UNIVERSITY OF SCIENCE & TECHNOLOGY
INSTITUTE OF DISTANCE LEARING, KNUST
SUNYANI CAMPUS
[pic]
TOPIC: THE EFFECT OF BRANDING ON CUSTOMER GROWTH IN THE TELECOMMUNICATIONS INDUSTRY (A CASE STUDY OF VODAFONE GHANA)
BY PINAMANG FRANCIS WILLIAMS
A RESEARCH PROPOSAL SUBMITTED TO THE SCHOOL OF BUSINESS STUDIES IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF
COMMONWEALTH MASTERS OF BUSINESS ADMINISTRATION
JUNE 2013
CHAPTER ONE
1. INTRODUCTION
Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers and telecommunication industries have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books.
Brands serve several valuable functions. At their most basic level, brands serve as markers for the offerings of a firm. For customers, brands can simplify choice, promise a particular quality level, reduce risk, and/or engender trust. Brands are built on the product itself, the accompanying marketing activity, and the use (or non-use) by customers as well as others.
Brands thus reflect the complete experience that customers have with products. Brands also play an important role in determining the effectiveness of marketing efforts such as advertising and channel placement and since the telecommunication industry depends highly on marketing, there is the need strengthen a brand. Finally, brands are assets in the financial sense. Thus, brands manifest their impact at three primary levels – customer-market, product-market, and financial-market. The value accrued by these various benefits is often called brand equity and these help telecom companies achieve customer growth and maintain competitive advantage.
Brand
INSTITUTE OF DISTANCE LEARING, KNUST
SUNYANI CAMPUS
[pic]
TOPIC: THE EFFECT OF BRANDING ON CUSTOMER GROWTH IN THE TELECOMMUNICATIONS INDUSTRY (A CASE STUDY OF VODAFONE GHANA)
BY PINAMANG FRANCIS WILLIAMS
A RESEARCH PROPOSAL SUBMITTED TO THE SCHOOL OF BUSINESS STUDIES IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF
COMMONWEALTH MASTERS OF BUSINESS ADMINISTRATION
JUNE 2013
CHAPTER ONE
1. INTRODUCTION
Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers and telecommunication industries have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books.
Brands serve several valuable functions. At their most basic level, brands serve as markers for the offerings of a firm. For customers, brands can simplify choice, promise a particular quality level, reduce risk, and/or engender trust. Brands are built on the product itself, the accompanying marketing activity, and the use (or non-use) by customers as well as others.
Brands thus reflect the complete experience that customers have with products. Brands also play an important role in determining the effectiveness of marketing efforts such as advertising and channel placement and since the telecommunication industry depends highly on marketing, there is the need strengthen a brand. Finally, brands are assets in the financial sense. Thus, brands manifest their impact at three primary levels – customer-market, product-market, and financial-market. The value accrued by these various benefits is often called brand equity and these help telecom companies achieve customer growth and maintain competitive advantage.
Brand