Abstract

ORELLANA PLETZ, Dayana. Determination of the Brand Equity of the brand "Murano" in the Cochabamba market. Perspectivas [online]. 2016, n.38, pp.7-24. ISSN 1994-3733.

This project seeks to determine the extent of the brand Brand Equity "Murano" between Cochabamba market intermediaries by applying the Brand resonance model proposed by Keller (2008). The model consists of six stages has subsequently developed a high level of reliability allowing to make a significant univariate, bivariate and factor analysis can identify the level of brand equity of the brand Murano and propose areas for improvement. The results of the investigation lead to the conclusion that Murano as a brand in the Cochabamba market has a low level of Brand Equity in relation to the parameters of this project; these results can be improved with the implementation of marketing activities.

Keywords : Brand Equity; Brand Resonance; Brand Prominence.

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