Date of Award

Fall 11-2013

Document Type

Thesis

Degree Name

Bachelor Degree

Department

Management, Business and Economics

First Advisor

Uragan Alija

Language

English

Abstract

A company’s brand image or name is what identifies and characterizes it. As the brand awareness increases it is often proved by many well known brands that also the percentage of sales would increase. The purpose of this thesis is to investigate the direct impact of brands on increasing sales, with a special attention to “Fortesa Home” a retail company which sells sanitary products, which will be used as a case study. A questionnaire was prepared for Fortesa’s client and potential clients in order to give the whole analysis a practical touch. The paper work will show in detail how companies can benefit from creating a strong and reliable brand, and how that brand can have an impact on increasing their sales. This all will be explained and performed by taking as an example the company ‘Fortesa Home’. This paper will be dealing with the following questions: what is more significant: The values of the brand or the product itself? What is the most important part of brand equity in order to increase sales? And how to measure brand equity? The literature has been reviewed to understand how to measure brand equity, what is the core dimension of the brand equity. How companies can benefit from creating strong brands and how that is connected with the increasing of sales, this is the main purpose of this thesis. In order to achieve this a questionnaire was handed out to 15 existing clients of “FortesaHome” and 15 other potential clients, consisting of 27 questions all concerning the research questions as mentioned above. From this paper it can be concluded that the linkage between customers and non customers is slightly different due to the effect of the information that they have towards the brand. Existing customers had the chance to create a loyalty to the brand which is the core dimension of the brand equity whereas non-customers are rather neutral but with no negative opinions for the brand and as they stated they would consider being a client in the future, they think that Fortesa is has high quality but offers rather expensive products. Since, brand awareness is closely related to increasing sales, Fortesa by creating a strong and reliable brand has benefited from this through increasing its sales, by offering to its customers exactly what it brand stand for, strong, modern, beautiful designed and high quality products with an excellent after sales service, all these that identify its company name. Brand awareness, perceived quality, and brand associations can strengthen brand loyalty by increasing customer satisfaction and providing reasons to buy the product, and that is what happened to “Fortesa Home” which became also one of its competitive advantage its own name and brand. That is what research study and literature tells us and Fortesa is an example of that and it is the brand that has helped the company grows and increase sales yearly. Finally, brand equity assets provide a firm with a significant advantage: a barrier that may prevent customers from switching to a competitor.

DOI

10.33107/ubt-etd.2013.2041

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