Brand equity is a marketing term used to refer to the marketing impact of a given product in association with a brand name.

It tries to examine how a given product will perform in the market if it did not have the privilege of that brand name. Therefore, the basis for brand equity and its impact on a business is based on the knowledge of the customer about that product. And yet, brand plays a vital role in helping build that knowledge and awareness, as well as the choices they make based on that knowledge.

Findings There is significant positive correlation between Perceived Quality and Brand Equity (.4136) with a mean (3.42) indicating that perceived Quality of Ufone plays an important role in its building overall brand equity. Brand awareness is also positively correlated with brand equity (0.49) with a mean of (3.59) that tells that the brand salience is also the source that contributes to build brand equity of Ufone in Pakistan. As far as brand association is concerned it is showing a vital contribution in building overall brand equity and is positively correlated with dependent variable (0.62) with a mean of (3.39). Brand loyalty is also not far behind and is having significant positive relationship with brand equity (0.70) and the mean is 3.22. It shows that all components have an impact on Brand Equity but Brand loyalty and Brand Association are the major players.

Limitations The study has been conducted is having two major limitations: it is limited to just Ufone a cellular service provider here in Pakistan on the other hand the study is just limited to a small area of Faisalabad. Flow of research may be required to expand the study into other cities of Pakistan on the same topic.

Date: 28-11-2008 ACKNOWLEDGEMENT We owe our gratitude to Allah Almighty whose shower of blessings and kindness has been on us through out the working on these pages. It is His help that we finally able to compile this document.

We are indebted to our respected teacher Mr. Jawad Saleem whos indispensable and intricate comments on various aspects conjoined with motivation made us come forth holding such as project.

Executive Summary Purpose of this project is to study the strategies which Pepsi is doing in Pakistani market for its product Pepsi cola. Pepsi International is a world renowned brand. It is a very well organized multinational company, which operates almost all over the world. In Pakistan It also has proved itself to be the No.1 soft drink. Now days Pepsi is recognized as Pakistanis National drink Pepsi's greatest rival is Coca Cola. Coca Cola has an international recognized brand. Cokes basic strength is its brand name. But Pepsi with its aggressive marketing planning and quick diversification in creating and promoting new ideas and product packaging, is successfully maintaining is No.1 position in Pakistan. Pepsi is operating in Pakistan, through its 12 bottlers all over Pakistan. These bottlers are Pepsi's strength. Pepsi has given franchise to these bottlers. Bottlers, produce, distribute and help in promoting the brand. Pepsi also launched its fast food chain KFC i.e. "Kentucky Fried Chicken. We also did analysis of the soft dink industry in Pakistan and world wide. The soft drinks set to become world's leading beverage sector. Global consumption of soft drinks is rising by 5% a year. 1. Executive Summary Mobile phone market in Europe is going through major changes. Key players are losing market share while new and young companies, mostly from Asian countries, are coming to the market. At the same time the market is slowly expanding when people are buying more phones than ever. The whole process of buying mobile phones has changed in the last few years. People no longer carry the same phone year in year out, but they change their phone every year, some even twice a year. One reason for this change is the fast technological development of the phones. But also consumers attitudes towards mobile phones have changed. Mobile phones are no longer seen as expensive, hi-tech products, but they have become accessories like jewellery or a piece of clothing. Nokia is still the largest mobile phone company in the world, but its long-term dominance is now challenged more than ever. Observers have begun asking whether the cutting edge that has turned Nokia into the No 1 vendor still exists, as Nokias market share and revenues have been on the decline. Falling average sales prices (asps) and market share have had an impact and forced Nokia to further re-think its strategy towards developed and emerging markets. 1 This report gives an overview on what is happening on the mobile phone market today and analyses Nokias market position in the mature European market. This report includes a brief introduction to Nokia followed by an environmental analysis, SWOT analysis and trend analysis of the company. Half way through the report you can find information about consumer behaviour, brand profile and segmentation. At the end, this report introduces the main

competitors and analyzes the competitive market. Finally we try to make a conclusion of the topics discussed and attempt to give some possible answers to the question at hand.

Executive Summary Nokia is a powerful Brand. It is a truly global Brand. Key theme of Nokia is to accelerate and innovate.Nokia is focused on innovative ways of working together with the telecom service operators toaccelerate growth in the mobile market. But the current year (2004) is tough time for the mobile-phonegiant as its market share has slipped and younger buyers turn to rivals such as Samsung. It has a dualc h a l l e n g e i n f r o n t o f i t . T h e F i r s t o n e i s g r o w i n g a n d b u i l d i n g b r a n d o n i t s c o r e c o m p e t e n c y o f innovation and technology leadership. The second one is managing its brand well, so that it remains theleading brand in the segment. Nokia must rethink its strategies if it is to meet these challenges. Therecent social, technological, economic, and political and customer preferences have forced Nokia totake aggressive measures to adapt and grow and remain profitable.T h e p r o j e c t r e p o r t i n t h e s u b s e q u e n t p a g e s o u t l i n e s s o m e o f t h e w a y s t h r o u g h w h i c h N o k i a c a n accomplish this. Nokia has to keep a good handle on the pulse of the market and its B2B customers andend users. It must build its brand around its core competency of brand differentiation and technologicalleadership. Nokia also needs to bring new products to market, and, as the market is showing signs of saturation, shift its focus onto the replacement market. Finally, by forming strategic alliances with various stakeholders (viz. Operators, consumers, scientist, developers and research community,governments and communities), Nokia can ensure maximizing its brand awareness and brand image tothe end- user. As long as Nokia is open to reworking its branding strategies, it stands a good chance of remaining the dominant player in the handset market and perhaps can regain and consolidate its lostglory in terms of high brand equity valuation. Nokia Brand Equity Analysis 6.0 Brand Equity Analysis We took the inputs from our primary and secondary research to do some diagnosis and come out withbrand equity analysis for brand Nokia. We decided to base our brand equity analysis on the brandequity models given by Aaker (brand loyalty, brand awareness, perceived quality, brand associations,other proprietary brand assets) and Keller (brand knowledge) brand equity model

S part of this project, we did competitors analysis along with external analysis for Nokia to find outthe opportunities and threats that Nokia was facing in the present context. We also preformed internalanalysis for Nokia brand to find out its strengths and weakness. Our customer survey and interviewswith channel members that were based in Nova Scotia, Canada reflected the primary research findings.Insights from all these findings were used as inputs to prepare a brand equity analysis.Nokia has high brand knowledge. Brand awareness and brand image is significantly higher than itscompetitors. Customers are loyal to Nokia brand to a satisfactory degree but they al so seek keyattributes (functionality and reliability) in their brand. Perceived quality is high for Nokia brand and itattracts positive brand associations compared to its competitors. Nokia has state of the art research anddevelopment centres across the globe that employs the best talent available in the industry. This talented human capital adds significant value to the overall brand value of the company. The cutting Nokia Brand Equity Analysis Edge R&D initiatives help Nokia to build their other proprietary brand assets (in terms of patents). Thiss t r a t e g i c m o v e e q u i p s N o k i a w i t h a c o m p e t i t i v e a d v a n t a g e t o f a c e t h e t h r e a t a r i s i n g o u t o f i t s competitors.Nokia is truly a global brand with its presence in all the continents. It uses the virtues of being a globalbrand to consolidate its brand equity. It has country specific websites and offers specific products related to the consumer behaviour of that specific market. It is seen more as a `Master Brand` in thebrand Relationship Spectrum. The brand identity of Nokia (core and extended) provides its customerswith a value proposition that stresses on functional as well as emotional benefits. Nokia has primarilyrelied on TV advertisements as well as Internet advertising for its marketing communication plans,particularly in North America. In recent times, Nokia has tied up with Telus Mobility and Rogers for co-operative advertising campaigns. This strategy builds good relationship with the channel partners aswell as reduces the high advertising costs. Nokia has a good opportunity in the area of customizablesoftware and user interfaces to cater to the demand of the operator of cellular services. This calls for customization related to the unique functionalities that the operator seeks.There are challenges arising from t he external environment where the world of telecom is movingtowards convergence. There is a very difficult task before Nokia to position itself with the rise of strong competitors like Samsung. There are also issues related to customers (whom to target, first timeusers or replacement users), technology (which technology to focus companys resources) which themanagement at Nokia has to sort out to maintain its high brand equity

Recommendations Continue with Product Differentiation. Nokia should avoid commoditization that arises inmature markets such as North America. Nokia therefore should offer next generation of handsets that work on the concept of convergence with MP3, camera and computing facilitiesall built in to attract cool and hep teenagers and young adults. For professional users,Nokia should provide the ability to remotely access their data and files through the handset.

Mass customize for your operator (Telus, Rogers etc). Service providers also want customersto see the names of their respective companies and not only those of the handset makers.

Nokia Brand Equity Analysis Nokia can tie up an operator in a long-term contract and use co-branding. Operators can belured to use the Nokia brand to attract customers. Nokia should continue selling to the end user through distribution channel. Nokia should continue with direct-to-consumer advertising, including sponsorships and product placements.(The way Intel has done for branding the ingredient and branding to the end-user). Leverage Nokia brand in future diversification in other related business such as networking and Internet services. Customers are expected to have positive associations. Future lies in the replacement market (European and American markets are fast approachingsaturation by 2006, the only viable source of growth for the mobile handset industry is thereplacement market) Come out with flip open design to cater to the demand of this design of phones which is huge according to our findings