The document discusses brand awareness and brand equity of Acer laptops. It provides data from surveys measuring consumers' awareness and perception of Acer and other laptop brands like Dell, HP, Sony, and Toshiba. The surveys found that while consumers were aware of Acer, few would recall it as a top brand. Respondents also rated Acer lower than competitors in reliability, customer service quality, value for money, and innovation. The document concludes Acer needs to improve these areas to increase credibility and encourage non-users to consider its laptops.

1. Gurupada Mishra
Dipti Ranjan Bhoi
Aveek Saha
Barun Kumar
Jagmohan Pattnaik
Abhishek Pratap Singh
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2. Brand knowledge

3. BRAND AWARENESS
 Brand awareness is the extent to which a brand is recognized by potential customers, and
is correctly associated with a particular product.
 Brand recall Slide 7
Percentage of people who know about the brand.
Drivers
Occasions, Places, People
 Brand recognition
 Do they recognize the brand
 Have they seen the brand before

4. Cont…
 Brand imageSlide 8
 Consumer perception of brand.
 Association of brand in consumer mind.

5. Brand Value
2011
Brand value -$2982 m
Brand rating -AA_
Enterprise value -$7182 m
2010
Brand value -$2795 m
Brand rating -AA_
Enterprise value -$6849 m
http://brandirectory.com/profile/acer
2009
Brand value -$2795 m
Brand rating -AA_
Enterprise value -$6849 m
2008
Brand value -$2795 m
Brand rating -AA_
Enterprise value -$6849 m

6. Measuring Brand Equity
on some individual parameters
Brand awareness: All respondents are aware about the Acer brand.
Customer service quality: Most of the respondent have said that due to
poor service quality they are not willing to buy it. Slide 12
Reliability: Respondents have said that they are more reliable to Dell and
other leading players rather than Acer. Slide 10
Value for money: Basically customers are not very satisfied with the pricing of
Acer laptops as they don’t give that much value to customers. Slide 11
Innovation: On this aspect , Acer fails to keep up to the customers level of
expectations. Like other big brands , Acer is lagging far behind . Slide
11

7. Top 5 laptop brand you can recall? BRAND AWARENESS
More than 35% respondents said Dell is the
first brand that comes in their mind and only
8% respondents said they are able to recall
Acer in top 5 laptop brands
What you think is important while purchasing a laptop?
Weight is the most important attributes ,
respondent consider while purchasing the
laptops.

8. How a brand name is important for you while purchasing a
laptop? BRAND AWARENESS
98% of the respondents replied brand name is important
for them while purchasing laptops.

9. Are you aware of Acer laptops?
Why you are not using Acer laptop?
Lack of awareness
of products
100% of the respondents were aware of the brand name Acer but due to lack of awareness
regarding the new product development and poor service , respondents were not taking interest on
Acer products.

10. On a scale of 1-5 rate your how reliable are the following
brands ( 1- not reliable at al , 5- highly reliable) Measuring
Brand Equity on some individual parameters
On scale of 1-5 rate your willingness to pay a premium for the
following brands ( 1-not willing to pay a premium , 5- absolute
ly willing to pay a premium)
Chart Title
45
Chart Title
20
42
19
18
40
16
35
14
30
13
12
25
10
20
9
8
15
6
10
4
5
3
3
6
2
4
5
2
1
1
0
IBM
ACER
DELL
1
HP
2
3
4
SONY VAIO
5
As per 42% of the respondents Dell is the
most reliable brand and very few people
rely on brand Acer
TOSHIBA
0
IBM
ACER
DELL
1
HP
2
3
4
SONY VAIO
TOSHIBA
5
Most of the respondents don’t want to
pay a premium price for the Acer brand

11. On scale of 1-5 rate the following brands on the parameter of
value for money ( 1-not at all value for money , 5- high value
for money) Measuring Brand Equity on some individual
parameters
On scale of 1-5 rate the following brands on the parameter of
their innovation ( 1-not at all innovative , 5- highly innovative)
Chart Title
35
Chart Title
33
20
18
18
30
16
25
14
20
15
14
13
12
10
15
10
10
9
5
5
8
6
7
4
4
8
7
4
3
5
4
3
4
2
0
IBM
ACER
DELL
HP
SONY VAIO
TOSHIBA
0
IBM
1
2
3
4
ACER
DELL
HP
SONY VAIO
TOSHIBA
5
1
According to respondents Acer is the 2nd
brand which provides value for money
products after Dell
2
3
4
5
As per the respondents Dell is the most
innovative products than Acer, Hp , Sony
, Toshiba and IBM

12. On scale of 1-5 rate the following brands on the parameter of
the quality they are offering ( 1-inferior quality , 5- superior
quality)
On scale of 1-5 rate the following brands on the parameter of
customer service quality( 1-inferior customer service , 5superior customer service) Measuring Brand Equity on some
individual parameters
Chart Title
Chart Title
50
25
43
45
22
40
20
35
15
13
30
14
25
20
10
14
15
5
5
8
10
1
1
15
7
7
5
0
0
IBM
ACER
DELL
1
2
HP
3
4
SONY VAIO
5
As per respondents Dell provides better
quality than others.
TOSHIBA
IBM
ACER
DELL
1
2
HP
3
4
SONY VAIO
TOSHIBA
5
Dell provide the best service after Sony and
HP. Acer should improve its service.

13. According to you which things Acer should improve?
Chi-Square
Test Statistics
Chi-Square
df
According to
you which things Why you are not
Acer should
using Acer
improve?
laptop?
22.160a
61.840a
3
3
Asymp. Sig.
.000
.000
a. 0 cells (.0%) have expected frequencies less
than 5. The minimum expected cell frequency is
25.0.
H0 There is no significant relationship between improvement needed and
user not using Acer laptops.
Here at 1% significant level the tableted value is 11.345
 Calculated value > Tabulated value
 We are rejecting null hypothesis
 There is a relation between improvement needed and user not using Acer
laptops.
From this we concluded that improvement in Acer laptops is essential to
enhance the credibility of the product.