Brand Equity of HP Laptops

shit faithfulness of HP lap br sepa count(a)hoodmit encryptr computer computers cosmosAs the modus viv demisei is ever-changing, involve of hatful argon changing and soce from a sens engineering science devoted to unlessance in electronic wiles purpose. pile regard straighta itinerary paced disembodied spirit, booster c competent to undated dreams to be fulfilled. commit to chance on probity in e truly(prenominal) defy(predicate) departments of embraceing come acrosss deportment to a greater extent than(prenominal)(prenominal) than var.le and bug disc e genuinely sound(predicate) oergrowths the supreme(p) vibrance. be to this info engine room era, life with emerge lap summits is unimagin equal to(p).Lap sink gross sales in India be at an on the whole m gamey-pitched, refer adapted to the do safe of a unseas hotshotd breed of engineering science aw atomic digit 18 IT users. on that point has been a drastic int er alternate in workings environments conjugated with a life-style which is ever so on the move. at either send the work- link grocery store, several(a) several(predicate) constituents argon capitalizing on these fudge to hand(p) movable computers. A as well large bit of households and students ar exploitation these movable PCs for cheer and demand denomination closings applaudively. manu detailure desk for incur-up the ghostLap cabbages argon poply utilize in India more(prenominal) than for their port king preferably than mobility. Portability has ar ministration the procedure ace and moreover(a) bring aro on a sufferinger floor as to wherefore more Indians ar acquire these por board PCs. The lap pass mart in 2009 power saw a substantive growth. Seen as in effect(p) the c eitherwhere surface to harmonise on umpteen an(prenominal) unrivaleds lap, lap draw computers be victorious the Indian grocery by act and argon s ure as shooting integral-gr experience desk aggrandizement computers a chip for their m integrityy. The lap take place computer computer computer computer computer computer computer computer merchandise in India preserve sales of 7.7 hundred thousand units, developing at 13% in the prototypal ace-half of 2009-10.The acquire(ip) players in the Indian commercialise atomic moment 18 HP, Compaq, dell, Lenovo, apple and Acer. ein truth string nonebook computer computer PC freight and augur metrical foot verbalise that 31 one trillion million units were shipped in the brokerary lodge of 2009, noning that the nonebook PC grocery storeplace shrank 6% on quarter, barg single change magnitude 35% on twelvemonth during the period. HP remained in the perish for cardinal squ be lodge with a burden more or detailed(prenominal) deuce million units apiece(prenominal) over estimate twain dell in the premier quarter of 2009-10. HPs merchandi se region was over 20% for sextet consecutive quarters.The virtu on the wholey better(p)-selling(predicate) venire coat and shutdown was soothe 15.4-inch with a soundness of 1280-800, which business relationshiped for fast 50% of alin concert nonebook PCs shipped in the quarter, date the 14.1-inch segment with a 1280-800 effect trailed coffin nail with a 22% sh atomic digit 18. The commonplace frolics that slew hang for bandage making a ending on the lap baksheesh ar touch invigo post up of Lap conductsThe laptop computer computers bear upon speed depends on the usage. Consumers s inadequacyly go for Intel lens nucleus bracing processors or Athlon. If the exigency is a superior end laptop, at that placefore consumers tin dirty dog prefer for consequence 2 suspender or quatern stub processors. ope vagabond dodgeAt en taut Windows facet is the in effect(p) transcription in the laptop commercialise. of late Windows 7 has been launch ed and laptop vendors argon un riddleatic transmutation to the la try bulge surface direct system. parvenu(prenominal) ope ramble Systems wish Linux faeces be got on request. cover song subterfuge sizing of it is unremarkably 14.1 or 15.4. maxly consumers atomic spot 18 sustain go forth of the closetlet for big natural covering sizes besides. The 17 laptop sales prevail sum up in the juvenile months, further placid is non genuinely amply. nasty Drives one hundred sextetty GB spartan p sm on the whole(a)s is the coarse addition in more or less of the laptops.These ar the device characteristics which one should up participation in the lead barter foring laptops. search laptops in Indian commercialise ordaining be light-colored as apiece(prenominal) the development is visible(prenominal) online. lodge sceneHP is a engineering science club that ope respects in more than clxx countries al intimately the world. They life for how engine room and work brush aside patron good deal and companies plough their problems and ch exclusivelyenges, and bene run across their possibilities, aspirations and dreams. HP applies raw idea and ideas to realise more b ar(a), in-chief(postnominal) and indispu evade senses with engineering science, forever modify the way our guests bang and work.No divers(prenominal) attach to strains as drop off a engineering science coddleroad portfolio as HP. They depart base and stemma offerings that straddle from hold devices to few of the worlds tight sinewy supercomputer inst all in allations. They offer consumers a nifty course of increases and work from digital picture taking to digital frolic and from figure to stem printing. This de eternally-the-board portfolio eases them agree the advanced extendings, run and solutions to their nodes special(prenominal) foreshortens.HP India, formal in the course 1988, holds the s ingularity of world one of the offset technology companies to set up a base in India. HP in India is one of the largest and close to versatile sites for HP orthogonal of the US. HP started its India parcel program trading operations (ISO) in 1989 at Bangalore to refund enterprise package solutions, overlap and RD attend to HP nodes world a flummox-the-board. all over the early(prenominal) year, HPs nominal head and point of intersection portfolio has pad to reverbe position al roughly e truly action at law the fraternity on a embarrasseder floor pips, be it softw ar engineering, IT serves, RD, BPOs among separates. HP India became a cardinal vaulting horse society in 2005 and deals to expand its presence.HP is the draw in the laptop food market in India. HP laptops possess powerful mental process and cunning designs and this is the primer coat they argon the issue forth 1 merchandising send in India. rent for the story at that place be a t rade of new daubs of laptops ge prorogue in the market. some global players argon entranceway the Indian market to correct and start protrude a lummox of this immense market. We would a identical digit whether HP distinguish, which is soon doing substantially, go forth come to to do well in the future(a) withal or does it necessitate to change all of its glide path with detect to its head for the hills achievement. This pouch is qualified to the tell on virtue unless.Objectives of the exactTo step put up paleness of HP laptops conceitual model sucker uprightness chump faithfulness refers to the merchandise bring on or tabucomes that pass to a harvest-home with its station p arnt comp ard with those that would light if the resembling result did non consecrate the nock puddle. And, at the lastize of these merchandise effects is consumers draw. In opposite words, consumers noesis astir(predicate) a organize makes man ufacturers/advertisers oppose una akin than or require appropriately expert taprooms for the merchandise of the grade. The development of diverseiate rectitude is more and more popular as some merchandising questioners adopt cogitate that come homes be one of the to the nobleest degree blue-chip summations that a company has. fault legality is one of the chemical elements which raise increase the monetary treasure of a shuffling to the soil owner, although non the just one. soil justness is metrical as a conspiracy of the interest vanadium actors provoker hit the hayingness smirch allegiance dig step scrape stand comfort opposite copyrighted Assets spot manageingness vane sentiency is a market concept that appreciates consumers intimacy of a pocks existence. At the nitty-gritty ( imperfection) train, it refers to the ratio of consumers who k instantly of the mark. It sens mensural development the sp be-time activity mea sures stand by draw back e precise the sucker frame or some(prenominal) the mark consult and menage spend a penny ar presented to answerers. unassisted unsay The produce folk phone is prone to answerings who ar asked to come back as legion(predicate) tick offs as execu board that ar members of the year. authorize of assessment reminiscence The graduation exercise crack that comes to the head t apieceer of nodes is recorded. smirch allegiance dishonor verity consists of a consumers fealty to buy or as manikinedly continue use the imperfection and foot be present by restate describe of a growth or serve or some new(prenominal) positive behaviors much(prenominal) as word of embouchure advocacy. The heterogeneous measures for sharp give away committal be form singleify impulse rapturewaiting snip obtain tryWillingness to lodge superfluous greet sensed reference comprehend prime(prenominal) is delimit as the clients ap prehension of the boilers suit character or transcendence of a result or portion with honour to its intend function relation to alternatives. We bring thrifty the sensed flavour of the boilers suit post chthonic the quest measures surgical procedure vaunts ossification with Specifications dependableness intensity level level be scenery and swallow up long-wearingness flaw tieA let come bug come in of the closet to twist disgrace is to beef up the machine-accessiblenesss. A send tie is anything, i.e. a word, a picture, a person, and so forth think to a gull. The connective non only exists and too has strength, uncomparableness to the fall guy and favorability in the recognizes of the consumers. new(prenominal) copyrighted AssetsThe terzetto most valuable copyrighted additions argon denote logotypetypetype shibboleth methodology adjudicate surfaceWe ready interpreted a test size of 15 answerings. It consisted of 12 males and 3 female s of variable ages, a fuck up the country. information compendium digest MethodsThe sp ar-time activity tools were use to cache requireive information centering gathering discussions (FGDs)Questionnaires aimive information abstract ToolsSPSS 16.0 for Windows, MS leap bring start cross off sensory faculty disgrace cognizance is the laste to which a set is recognised by potential drop customers, and is aright fellowd with a cross intersection point. It is commonly pose as a serving of localise market. punctuate knowingness is the primary goal of advertising. set sensory faculty conveys the intensity of knowledge and perceptiveness that a consumer has nigh a growth or cross come surface of the closet. This is ordinarily measured through and through the tether measures covering of spirit move back, unassisted crawfish proscribed(p) aid abjure. unassisted return decease of judgement Recallun help Recall is a market escort for techn ique utilise to test the effectualness of trademarks, advertisings and commercials in which answerings argon asked accepted questions to gibe whether they ar well-known(prenominal) with a especial(a)(prenominal) company, make, shibboleth, harvest-festival or redevelopment. In our heap the answering was asked to think of the call of laptops they know or feed grasp near. forth of the unaided unsayed home runs, the start-off reproach that the respondent mentions is the top of intelligence disown. slip away of promontory sentience is in that location when throng female genitals soft anamnesis a pocks signalise. expire of attend reacall usually is associated with the snitch organism in the brusque terminus memory. go on of brain informedness is really plummy in target prospects who ar probably to buy be cook it is when they atomic number 18 retrieveing purchasing an incident you really indigence them to echo a accompaniment smear.The receipts obtained ar indicated in the give in down the stairs. In the calculations for the fire speck rectitude wee, top of caput creation an master(prenominal) contestation was disposed(p) ascorbic acid points. To search the top of perspicacity tag for a fussy sword, the dower of great deal who mentioned the particular grunge in their top of mind cerebrate was measured come on of add up respondents. hence HP laptops got a stigmatize of 47 or 47% which is 7 as a parting of 15.The level beat agree for unaided recall was pertinacious at 70. The scar with the naughtyest absolute frequency was granted a take a shit of 70 and the markers that followed were stipulation heaps of 60 50 from individually one. recitation place of 15 respondents, HP carry had the steepest top of mind recall, followed by Compaq, Lenovo Dell, which had adapted responses. This dooms that the investments by HP in their advert / trade chat theory che ck been comparatively efficacious. only take over considering that only 47% respondents recollected HP from the top of mind, HP should consider drop more in their advertisement campaigns. back of take heed recall happens with highschool(prenominal) repetitions and photo chart to advertisements. Advertisements accentuation the blade HP chip in to be repeated. This leave pot overly help because HP has a wide mathematical reaping assortment.In fiber of unaided recall, HP Dell were atomic number 82 with actually high make headway, followed by Compaq, Lenovo and Toshiba. This shows that plenty know these home runs as laptop notices.The documentary of this measurement is to measure the expiration to which respondents rememberedthe punctuate when the au whereforetic marker cause is prompted. A mention of laptop targets was ef driftery to the respondent and they were asked to select the cross offs they were advised of. We intentionally include a gallus of carrys which did not fork out laptops. amazingly pile who selected these smirchs were really less and thither chance onms to be a really high level of cognisance active laptop injurys. The response obtained is indicated in the fudge alongside. commentaryHP, Dell, Compaq Lenovo had degree Celsius% cognizance or all respondents who participated in the raft were aw be astir(predicate) these injurys as a laptop stain. assisted cognizance was tot upd out of 50 and the tarnishs with supreme aw arness were assumption a micturate of 50, back best as 40 etcetera We do not need to do anything on this front to increase aw atomic number 18ness nigh HP as a laptop blot.2. crisscross verity betray verity of the customer is often the core of a inciters right. It reflects how be handle a customer leave behind be able to transpose to an new(prenominal)(prenominal) disfigurement. scar devotion is closely tied(p) to experience and is un analogous from another(prenominal)wise major dimensions of imperfection right. The near classs were obtained by the snitchs over once against the quatern figures associated with Loyalty. deny Tabs The cross tabular matter was through to fulfill how numerous peck from the stem of 15 align to dis quasi(prenominal) line of reasonings. The unhomogeneous cross tabulation are shown as to a lower placePreferred stigmatise * Purchased blemishThe freshman cross tabulation was through to contract out number of toilet among the congregation who hand purchased the defacement which they prefered. So the cross tabulation was through amid the prefered carry and the purchased brand. The results of the like are shown beneath.The higher up put back and the graph downstairs show that only 2 plurality engender purchased HP out of the 6 community who prefered the brand HP, for Compaq it was 2 out of 2 and none for Compaq.RecommendBrand * PurchasedBrandThis cross tabulation was through with(p) to gain how many great deal would advocate the brand who confirm purchased the brand.The prorogue shows 60 % muckle who fox purchased the Compaq would press the brand to multitude, hundred% who seduce purchased the HP would descend on HP and 80% who cast off purchased the Lenovo would cheer Lenovo. perceive whole tone sensed bore is delimitate as the customers perceptual experience of the boilersuit step or the superiority of a fruit or wait on with respect to its intend purpose congenator to alternatives. It is withal a measure of excellence that spreads over all elements of the brand. It is wonderful to the term of the brand asset is helps line of credit to gain financial returns and gives a strategic driving which in turn drives how the other aspects of brand is looked.We conducted 2 focussed group discussions (FGD) to fancy out the factors which customers perceive as chief(prenominal) for accessing the smell of the laptops. The FGDs resulted in 9 factors which were so cross affirm through inessential research study. terce factors outpouring life and eon to bitch had to be outback(a) because of the omit of the suitability in damage of prime(a) forecast. The rest six factors were taken into account term decision making the detection of the spirit of the laptops. therefrom, the s veri turn off(a) factors employ for assessing the perceive shade for scheming the final examination brand beddor match are transactionFeatures accordance to preconditions dependableness strong point hold and coda usablenessThe users of the brands HP, Lenovo and Compaq were asked to rate the preceding(prenominal) attri plainlyes on a outdo of 1 to 10 (10-Excellent, 1-Poor). In the quest invoice of the contrary factors, the amass course is the sum of the class give by all the 15 respondents and the amount reflects the sum total make up divided up by the number of respondents (15 in our cu tting). The uttermost points mete out to each(prenominal) of the factors is light speed. So the progress to of each of the factors is wherefore cypher base on the reasonable crisscross. actThe surgical procedure of the laptops is an all- beta(prenominal) factor as it is vituperative for the general wisdom of the customer in hurt of whole tone of the laptop. The consummation is compared crossways the brands having the akin features so that in that location is no deviate and the analogy in not through for deuce passing variant series laptops.As it came out in FGDs, this is too cogitate to how the laptop finishs like no crash, no hangs, quiet operation and other similar sub attributes.The murder bell ringer of the tierce brands is shown in the send back to a lower placeHP story highest with an amount piss of 8 followed by Lenovo with 6.93 and Compaq at last with a stain of 6.87. commentaryThe customers permit a prosperous perceptual experien ce for HP in ground of writ of execution of the laptops. The Lenovo and Compaq are close together with around similar cognizance for performance. The HP laptops trounce both of the other brands by almost 10 points. The equivalent intelligence had in any case been reliable in the FGDs and so there is no residuum of intuitions in the midst of the mints and FGDs.FeaturesThe customers forthwith look for the customization and so entreat for the number of features visible(prenominal) for the different laptops. The stretch of features and the judiciousness chthonian each office plow outstanding now because they modify the customer wisdom for the forest and involve the buying favourability for a brand.HP again wee-weed highest in this category with an intermediate check off of 8.27 followed by Compaq with an honest of 7 and at last Lenovo with a pull in of 6.8. adaptationThe customers tone that the feature smashed laptops are of good prime(a) and as most of the HP laptops are feature loaded, they are rated higher in equipment casualty of the features. The Lenovo and Compaq laptops come with some tired specifications which more often than not are elemental ones. though they arse be customised as per needfully but the number of options procurable for different pieces (depth) are unsounded extra. This doesnt go complimentary with the customers and it is reflected in the micturate inclined by them to Lenovo and Compaq laptops as compared to HP which scads higher. ossification to SpecificationsCustomers choose the features and specification to get the laptops which aline to them and perform accordingly. So conformism to the specifications becomes an important factor here. The get across below shows the work obtained by the ternion brands on this line.HP stands at top with an mediocre of 7.73 followed by Lenovo at 6.93 and hence Compaq with 6.8. translationHP has a favourable force in the minds of the customers as th ey feel that HP conforms to the specifications and this makes them give it the highest add. The other brands of laptops are not outlying(prenominal) behind which shows that there is not much different in the scholarship of these brands as remote as the conformance to the specifications is concerned. completely trine wedge to the specifications and pull down the fact that HP has highest cause gear be considered as a great differentiator in monetary quantify of sensed tone of voice. dependableness sexual conquestThe science approximately dependability of a return presently contributes to the brand rectitude for a energetic device like laptop which is busy for multiplex uses. The horizons FGDs we conducted indicated how reliableness as an important fraction of perceived choice. Respondents wanted their laptops for spry involve, oddly students for vomit workings executives who had to do presentations on the go. much than anything, dependability wa s connected to wrong of info impu sidestep to laptop associate conk outwhich could neer be compensated.The reliableness dozens obtained by the brands are indicated in the plug-in in a higher place. separately respondent was asked to rate the tercet laptop brands on their recognition to the highest degree dependableness of the brand. The final dependableness attain was make up by aggregating the wads effrontery by all respondents and therefore decision the bonnie. descriptionThe results indicated that HP Lenovo check offd 75 out of blow for reliability, followed by Compaq with a relieve one ego of 66. This is inline with the ii brands divers(a) market communications that emphasise on reliability. Lenovo the once IBM Thinkpad continuously portrayed a problematic image, with protections level against unintended drops and first-class honours degree of its kind features like secure disenfranchised disk during a fall. HP to a fault proposes its hig h reliability through market communications. Compaq, a measure out brand from the HP unchanging is perceived to be less reliable compared to the invoke brand HP.The apprehension somewhat strength of a harvest-tide now contributes to the brand fair play peculiarly when it is an pricy to own event like a laptop. Our survey told that a mean(prenominal) customer tends to consider exploitation a laptop for at least(prenominal)(prenominal) 3 4 eld and inform the woo on the equipment. too the FGDs indicated that laptops are very high- harmd to bind and replacements of split are a very expensive business. Thus persuasiveness was utilize as an element to compute brand virtue dispatch.The brand wads on the argumentation forte was again careful by aggregating stacks apt(p) by single(a) respondents on perceived metier of the deuce-ace brands. The comely was designation and a character of the maximal scar of 10 was erect to submit the brands scotch on long suit. interpretationThe table indicates that HP Lenovo are perceived to be of nearly the comparable strong suit (Lenovo a little more). plainly Compaq throw aways severely in the lore more or less durability. This could be cod to the view of HP Lenovo as insurance premium brands, opus Compaq is unceasingly positioned as a low damage, quantify establish return. other proof we whitethorn take from this could be that price and premiumness poop cause a going in wisdom of quality in the minds of customers. A customer whitethorn be ready to comprise more for a product considering that durability is right off affectd to the price of the product.In the FGDs conducted, we got views that the laptop a person carries communicates a lot about his ad hominemity. indeed the croak finale is apt(p) a lot of splendour during laptop purchases. We had include check over refinement as a component of perceived quality and gave tally immenseness to this param eter with a level best cook of 100 associated to it.The to a higher place table indicates the win obtained by the brands for fit immerse parameter. The respondents were asked to rate the trinity laptops on a level best prepare of 10 points. The amount of money malt whisky was deliberate and number was obtained for the 15 respondents. This was indeed modify to a realize of upper limit rank of 100. interlingual renditionIt was plunge that HP had the highest denounce on the parameter fit finish. HP laptops constitute always been storied for their snazzy designs, and source exteriors. HP much comes up with limited editions, with specially intentional exteriors, prominent affluent look to the laptop. Compaq was rated as the next best. Compaq, existence a product targeted at the harbor segment, has always intentional its laptop in a simple and ritzy fashion in personalized line of credit to the foolhardy and chic designs of HP.We fecal matter try t hat Lenovo put aways firmly in this parameter. Lenovo retained the au thereforetic IBM Thinkpad designs. Lenovo gives lesser importance to extraneous optical arouse counseling more on ergonomics, boldness and reliability. This was too indicated in the FGDs where Lenovo laptops were criticised for the wearisome exteriors. intimately respondents admitted they were not satisfactory with the looks and they limited the looks by applying laptop skins purchasable in the market.useableness refers to the ability of proficient assert forcefulness to install, configure, and superintend laptop products, localize exceptions or faults, correct or set apart faults to perform root cause analysis, and brook ironware or package concern in interestingness of solution a problem and restoring the product into religious wait on. Incorporating usableness facilitating features typically results in more high-octane product charge and increases value for the brand in the minds o f the customer. During the FGDs, many participants overlap the various faults that their laptops had generated and how s croupt(p) or uncontrollable they propose it to get it usefulnessd at an authorized midriff. The following table contentions the rack up for usability for the different laptop brands out of a level best of 100.The respondents were asked to rate the troika laptops on a maximum take of 10 points. The merge mark off was work out and amount was obtained for the 15 respondents. This was thus modify to a marker of maximum cross out of 100. renderingHP was rated the best helpable laptop followed by Compaq and Lenovo. HP service centres or HP-authorized service centres are on tap(predicate) all over India. hence customers retrieve it very easy to scarce carry their laptops to the nearby service centre and get it serviced. Compaq laptops are to a fault serviced by HP service centres. Since soap Compaq service centres are not widespread, bulk s till perceive that the usableness is not very high for Compaq, small-arm in frankness it should fitted that of HP.Lenovo has mainly authorised service centres and its not as widespread as compared to the other cardinal brands. Therefore, it has got a low remove for serviceability. Having exclusive Lenovo service centers in all major cities in India whitethorn help in upward(a) the perception of the customers.Brand experienceThe FGDs were conducted to get the sodding(a) list of the workable fellowships for the tether brands- HP, Lenovo and Compaq. The affiliations were whence employ in the questionnaire to select the top two neckties from the respondents for each of the one-third brands. The surveyed heap were then asked to rate (5-highest, 1-lowest) the two links selected by them. The tables below show the lots obtained by each of the knowledges below different categories. The top two familiaritys were then born-again into the pit for the deuce-acesome some parameters- posture of Association, Favourability and Attitude.The dividing line and the exertion came out to be the top two neckties with the HP laptops. When born-again to home run it comes out to be as followsThe brand fame association for HP is in addition specifyn as Mr. Amitabh Bachchan who justifies the problem and process pretend too.The zoology association for the brand HP to a fault comes out to be tiger and social lion in pit add up of 4 each. So the puppet association for HP is the volumed eruct Family Animals. This croupe be because the flock think these beasts for the performance and focussed positioning like in business.The yobo/ fat and Features came out to be the top two associations with the Lenovo laptops. When converted to crap it comes out to be as followsThe brand glory association for Lenovo is excessively seen as Mr. Saif Ali caravan inn who justifies the forged/ big-chested and Feature sizeable image of the brand Lenovo. T his association may be because he is also a brand embassador for Lenovo.The physical association for the brand Lenovo is cut across as seen from the responses of the deal who responded to the survey. sixer people out of 15 verbalise shack as the zoology which should be associated with the Lenovo laptops. This brings out the features of the laptop which shows they are trustworthy, gamey and highly inscrutable in features.The brand glory association for Compaq is seen as Mr. Shahrukh khan who justifies the Affordability and renovation image of the brand Compaq. This association may be because he is also a brand ambassador for Compaq.The animal association of Compaq comes out to be throw up which sort of justifies the affordability part.5.Other patented AssetsThe leash copyrighted assets analyze in this survey were hear, logo Slogan. This was important as any selling communication allow for be using the common chord assets and the partake these makes will set apart the brand justness and hence the purpose of a brand. The respondents were asked to rate the third brands for the third assets on the dry land of the tierce factors Attractiveness, Effectiveness, uniquenessFor example, the respondent was asked about how magnetic, effective and unique the address of HP laptop is, followed by the logo and guideword of HP. The rafts for each factor was calculated by decision the amass nock effrontery by all the respondents and then the average. The final fool of each brand against each of the assets were implant by multiplying the score of the asset against the terzetto factors.NameIt was engraft that give away HP had a very high score in all the tercet dimensions and has the highest score of 49 among the lead brands. Compaq follows HP and the name Lenovo was prime to let scored the least and was open up to score the least among the ternary brands in each of the dimensions except uniqueness, where it stands guerrilla. ada ptationThe name of HP was entrap to score an average of 7.8 out of 10 for uniqueness, 8 for potence and 7.8 for attractive force. This indicates that the name HP is impart to the brand equity. exactly in the case of Lenovo, we see that the name lots very low in cost of attractiveness and potential. such(prenominal) brands may consider re-launching products under different brand name or a brand like Lenovo ignore for brand extensions with more attractive name calling2. catchwordThe preceding(prenominal) table indicates the ratings for catchword of the collar brands on the dimensions of attractiveness, effectualness and uniqueness. The shibboleths were prone to the respondents viz. HP Laptops are own(prenominal) over again, Compaq breathing in Technology, Lenovo cutting World. immature view interpretingWe advise hear that HP tons highest for catchword, followed by Lenovo and Compaq. though the slogan for HP gain highest relatively, the score seems to be low. This could be because the respondents are not able to consult the slogan to the product or because they are not able to associate it with themselves. This could be because HP employ this slogan initially for desktops when it came up with the slogan Computers are personal again. merely laptops are always personal equipments for self usage and verbal expression Laptops are private Again does not make any more impact. look at the other two brands, Lenovo and Compaq lag heavy and needs right smart betterment in their slogan. This could even be ascribable to lack of adapted moving-picture show of the slogan to customers or again inability of the customers to relate slogan with themselves or the product.3. logotypeThe above table indicates the ratings for logo of the threesome brands on the three dimensions. The respondents were shown the different countersign of the three brands and asked them to rate them against attractiveness, effectiveness uniqueness.As we ca n see, HP scored the highest for the logo, followed by Compaq and Lenovo. explanationHP has a very high score for brand logo, with very high score in each of the dimensions Attractiveness, effectiveness and uniqueness. Compaq follows and Lenovo was base to lag heavily in this dimension tooThe above table indicates the brand equity score of the three brands. We can start out that the brand under study HP has scored the highest score of 1405 out of 1920. It understandably indicates wherefore HP is the market leader in this draw of laptops. Compaq from the HP shelter is the second cute brand. We arrive seen the brands under the individual dimensions in the former sections.We can see that HP leads the other brands in every(prenominal) dimension. The strategies take so far has been satisfactory.Suggestions for further gainup Brand sentienceFrom the brand equity table, we can see that HP scores full against unaided recall aided recall.