Answer to Question #294031 in Marketing for abeni

Question

Pick Ethiopian brand. Attempt to identify its sources of brand equity. Assess its

level of brand awareness and the strength, favorability, and uniqueness of its associations (25

points).

Answer 1

Adbar design studio established in 2016 by designers, Adbar design studio is a global brand and design agency based in Addis Ababa, Ethiopia. Their sources of brand equity typically are either financial, brand extensions or consumer-based perceptions. Identifying and measuring brand equity allows for better income and cash flows or converting the brand equity into goodwill. Financial sources of brand equity attempt to determine a product's price premium over other products. This equity comes from the business’ ability to promote its products over others in the market. Brand extensions are other sources of brand equity. To achieve this type of brand equity, a company usually must establish a financial brand equity source. After a company establishes financial brand equity, it can use brand extensions when placing new products into the market. Consumer-based sources of brand equity are mostly the hardest one to measure appropriately. Consumers might have feelings, beliefs or other intangible attitudes toward a product. No matter what products are available, consumers will often tend to purchase a specific brand. Strong brand equity often leads to brand loyalty, which means that a company will purchase just about any good from a certain company.

Adbar design studio is well known for its expertise, creativity, dependability, and quality works. They specialize in Branding, graphic design, indoor and outdoor signage’s, printing materials, creative interior design, website development and Digital Marketing. As well as other advertising, promotional, and Architectural works in various mediums. Adbar design studio include diverse perspectives meaning people from different teams or departments, with various backgrounds and experiences come together to share knowledge and solve a problem. They also fit into tight timelines and fast workflows. A design studio typically condenses idealization into the span of a few hours or less, meaning it can fit easily into Agile environments or lean workflows. Lastly but not the least they are collaborative meaning attendees work together to come up with ideas, identify themes and create direction as a team. Everyone contributes therefore, everyone has increased buy-in into the success of the project. Adbar design studio have worked with clients international and local organizations such as WFP, DP World, Coca-Cola, Ethiopian Airlines, Qatar Airways, USA department of States, Samsung, Canal+, CGCOC Group and EU.