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Recognition of Brand Equity and Advertising in the Banking Industry in Cameroon. Case study Citibank N.A.: MBA-thesis in marketing
University of Gävle, Department of Business Administration and Economics.
2009 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

PURPOSEThe main purpose of this research is to determine the consumer level approach of brand equity in Citibank N.A using empirical information based on its brand awareness. The awareness of a brand would show the level of the brand recognition. A telephone interview was conducted to explain the different aspects that constitute the recognition of brand equity and brand awareness of Citibank N.A-Cameroon in addition to its ads.

RESEARCH QUESTIONHow can Citibank N.A, Cameroon subsidiary, measure the level of its brand equity from its brand awareness?

RESEARCH APPROACH/METHODOLOGYIn order to answer the research question and achieve the research objective established for this research, a structured research method was required. In this research a qualitative research approach was applied to suit the content of the research. A telephone interview was conducted to give a qualitative view of this research.

FINDINGS AND CONCLUSIONSAwareness (aided, unaided), contributes to the recognition of brand equity. In the empirical part of the thesis brand recognition and awareness can be facilitated by Citibank-Cameroon subsidiary being participative in its social corporate responsibility plan to develop the community by planting trees and organizing football competition every summer holidays. This brand strategy has been used for several years to keep a positive brand image of the bank.

Place, publisher, year, edition, pages
2009. , 42 p.
Keyword [en]
Brand Equity, Brand Awareness, Citibank N.A-Cameroon, Telephone interview
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-3799Archive number: E3BA: DiVA 019/09OAI: oai:DiVA.org:hig-3799DiVA: diva2:174532
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2009-03-09 Created: 2009-02-23 Last updated: 2010-03-23Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf