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Brand Collateral of HP Laptops


As the lifestyle is changing, needs of folks are changing accordingly from more technology susceptible to advancement in gadgets use. People want faster paced life, leading to never-ending dreams to be satisfied. Desire to attain excellence in all departments of life makes life more interesting and increases the positive vibrance. Belonging to this information technology era, life without laptops is unimaginable.

Laptop sales in India are at an all time high, because of the growth of a new breed of technology conscious IT users. There has been a drastic shift in working surroundings in conjunction with a lifestyle which is often 'on the move. ' Aside from the work-related market, various other segments are taking advantage of these handy portable computers. A lot of homes and students are employing these portable PCs for entertainment and research purposes respectively.

Industry Background

Laptops are popularly used in India more for his or her portability rather than ability to move. Portability is just about the number 1 factor as to the reasons more Indians are buying these lightweight Personal computers. The laptop market in 2009 2009 saw a substantial growth. Viewed as just the right size to fit on someone's lap, laptops are taking the Indian market by surprise and are certainly providing desktop computers a run for his or her money. The laptop market in India registered sales of 7. 7 lakh products, growing at 13% in the first half 2009-10.

The major players in the Indian market are HP, Compaq, Dell, Lenovo, Apple and Acer. Quarterly notebook Personal computer delivery and forecast article stated that 31 million devices were sent in the first quarter of 2009, noting that the notebook Personal computer market shrank 6% on quarter, but increased 35% on time during the period. HP continued to be in the business lead for seven consecutive quarters with a shipment around two million devices over number two Dell in the first 1 / 4 of 2009-10. HP's market talk about was over 20% for six consecutive quarters.

The most popular -panel size and quality was still 15. 4-inches with an answer of 1280-800, which accounted for almost 50% of all notebook PCs shipped in the quarter, as the 14. 1-inch segment with a 1280-800 resolution trailed behind with a 22% share. The general features that folks look for while making a decision on the laptop are:

Processing Rate of Laptops

The laptops handling speed will depend on the use. Consumers generally go for Intel Central Duo processors or Athlon. If the requirement is a higher end laptop, then consumers can select for Primary 2 Duo or Quad Main processors.

Operating System

At present Windows Vista is the operating system in the laptop market. Lately Glass windows 7 has been launched and laptop vendors are slowly moving to the latest operating-system. Other Operating Systems like Linux can be acquired on question.


Screen size is usually 14. 1" or 15. 4". But individuals are choosing bigger screen sizes also. The 17" laptop sales have increased in the recent calendar months, but nonetheless is not so high.

Hard Drives

160 GB devices is the usual attachment in most of the laptops.

These will be the features which one should consider before buying laptop computers. Searching laptops in Indian market will be easy as everything can be found online.

Company Background

HP is a technology company that manages in more than 170 countries across the world. They explore how technology and services can help people and companies addresses their problems and obstacles, and realize their choices, dreams and dreams. HP is applicable new pondering and ideas to create more simple, valuable and trusted activities with technology, continuously improving the way our customers live and work.

No other company offers as complete a technology product profile as HP. They offer infrastructure and business offerings that span from handheld devices for some of the world's most effective supercomputer installations. They provide consumers a variety of products and services from digital photography to digital entertainment and from computing to home printing. This thorough portfolio helps them match the right products, services and answers to their customers' specific needs.

HP India, established in the year 1988, keeps the distinction of being main technology companies to set up basics in India. HP in India is one of the major and most diverse sites for HP outside of the US. HP began its India Software Procedures (ISO) in 1989 at Bangalore to deliver enterprise software alternatives, product and R&D services to HP customers worldwide. Within the last year, HP's existence and product profile has extended to mirror almost every activity the company undertakes, whether it is software anatomist, IT services, R&D, BPOs amongst others. HP India became a billion dollar company in 2005 and is constantly on the expand its occurrence.

HP is the leader in the laptop market in India. HP laptop computers feature powerful performance and attractive designs which 's the reason they will be the #1 1 providing brand in India.

Need for the Study

There are a lot of new brands of laptops available in the market. Many international players are stepping into the Indian market to record a chunk of the huge market. We would like ascertain whether HP brand, which is currently doing well, will continue steadily to do well in the foreseeable future also or will it need to improve any of its approach with respect to its brand performance. This job is fixed to the brand equity only.

Objectives of the Study

To measure brand equity of HP laptops

Conceptual Framework - Brand Equity

Brand equity identifies the marketing results or benefits that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name. And, at the root of these marketing effects is consumers' knowledge. In other words, consumers' knowledge about a brand makes manufacturers/marketers respond differently or adopt properly adept actions for the marketing of the brand. The study of brand equity is increasingly popular as some marketing analysts have concluded that brands are one of the very most valuable assets a company has. Brand collateral is one of the factors which can improve the financial value of the brand to the brand owner, but not the only person. Brand equity is measured as a mixture of the following five factors:

Brand Awareness

Brand consciousness is a marketing theory that actions consumers' understanding of a brand's life. At the aggregate (brand) level, it refers to the proportion of consumers who know of the brand. It could measured using the next measures:

Aided Recall - Either the brand or both brand name and category name are shown to respondents.

Unaided Recall - The merchandise category name is given to respondents who are asked to remember as many brands as it can be that are people of the category.

Top of Brain Recall - The first brand that comes to the mind of customers is recorded.

Brand Loyalty

Brand loyalty consists of a consumer's commitment to repurchase or elsewhere continue using the brand and can be exhibited by repeated buying of a product or service or other positive actions such as person to person advocacy. The various measures for calculating brand devotion are:

  • Switching Cost
  • Liking
  • Satisfaction
  • Waiting Time
  • Shopping Effort
  • Willingness to Keep Additional Cost

Perceived Quality

Perceived quality is thought as the customer's understanding of the entire quality or superiority of something or service regarding its intended purpose in accordance with alternatives. We have measured the identified quality of the entire brand under the following measures:

  • Performance
  • Features
  • Conformance with Specifications
  • Reliability
  • Durability
  • Fit and Finish
  • Serviceability

Brand Association

A key to building brand is to strengthen the associations. A brand relationship is anything, i. e. a term, a picture, a person, etc. related to a brand. The association not only is available but also has power, uniqueness to the brand and favorability in the thoughts of the consumers.

Other Proprietary Assets

The three most significant proprietary property are:





Sample Size

We have taken a sample size of 15 respondents. It consisted of 12 males and 3 females of varying ages, in the united states.

The following tools were used to collect data:

Focus group discussions (FGDs)


Data Research Tools

SPSS 16. 0 for Glass windows, MS Excel

Brand Awareness

Brand Recognition is the degree to which a brandname is recognized by potential customers, and it is appropriately associated with a particular product. It really is usually indicated as a share of target market. Brand awareness is the principal goal of advertising. Brand recognition conveys the level of knowledge and understanding that a consumer has in regards to a product or brand. Normally, this is assessed through the three steps - Top of Mind Recall, Unaided Recall & Aided Recall.

Unaided Recall is a market research technique used to test the effectiveness of brands, advertisements and commercials where respondents are asked certain questions to learn if they are aware of a particular company, brand, slogan, product or service. In our survey the respondent was asked to mention the brands of notebooks they know or have found out about.

Out of the unaided recalled brands, the first brand that the respondent mentions is the very best of brain recall. Top of brain awareness will there be when people can simply recall a brand's name. Top of brain reacall usually is from the brand being for a while storage. Top of mind awareness is very appealing in target potential clients who are likely to buy since it is when they are considering buying an item you really want them to remember a specific brand.

The replies obtained are indicated in the desk below. Within the computations for the brand equity report, top of brain as an important parameter was presented with 100 details. To calculate the most notable of mind credit score for a particular brand, the percentage of people who mentioned this brand in their top of head recall was computed out of total respondents. Thus HP laptop computers got a report of 47 or 47% which is 7 as a share of 15.

The maximum credit score for unaided recall was fixed at 70. The brand with the highest frequency was presented with a report of 70 and the brands that followed were given ratings of 60 & 50 each.


Out of 15 respondents, HP brand experienced the best top of head recall, accompanied by Compaq, Lenovo & Dell, which experienced equal replies. This shows that the opportunities by HP in their advert / marketing and sales communications have been relatively effective. But still due to the fact only 47% respondents recollected HP from the top of mind, HP should think about making an investment more in their advertisements campaigns. Top of Mind recall happens with higher repetitions and contact with advertisements. Advertisements emphasizing the brand HP have to be repeated. This will likely also help because HP has a broad product variety.

In case of unaided recall, HP & Dell were leading with high scores, followed by Compaq, Lenovo and Toshiba. This shows that folks know these brands as laptop brands.

The objective of the dimension is to measure the amount to which respondents remembered

the brand when the real brand is prompted. A list of laptop brands was given to the respondent plus they were asked to choose the brands these were alert to. We intentionally included several brands which did not have laptops. Interestingly people who selected these brands were very less and there seems to be a very advanced of consciousness about laptop brands. The response obtained is mentioned in the desk alongside.


HP, Dell, Compaq & Lenovo had 100% awareness or all respondents who participated in the study were aware of these brands as a laptop brand. Aided recognition was have scored out of 50 and the brands with maximum recognition were given a report of 50, second best as 40 etc. We do not need to do anything upon this entry to increase recognition about HP as a laptop brand.

2. Brand loyalty

Brand loyalty of the customer is usually the core of your brand's equity. It reflects how likely a person will be able to switch to some other brand. Brand devotion is closely tied to experience and is different from other major proportions of brand collateral. The following ratings were obtained by the brands contrary to the four factors associated with Devotion.

Cross Tabs: The combination tabulation was done to observe how many folks from the band of 15 comply with various parameters. The many cross tabulation are shown as under:

PreferredBrand * PurchasedBrand

The first combination tabulation was done to learn number of folks on the list of group who have purchased the brand that they prefered. Therefore the mix tabulation was done between your prefered brand and the purchased brand. The results of the same are shown below.


The above stand and the graph below show that only 2 folks have purchased HP out of the 6 people who prefered the brand HP, for Compaq it was 2 out of 2 and none of them for Compaq.

RecommendBrand * PurchasedBrand

This mix tabulation was done to observe how many people would recommend the brand who've purchased the brand.


The table shows 60 percent60 % individuals who have purchased the Compaq would recommend the brand to the people, 100% who've purchased the HP would recommend HP and 80% who've purchased the Lenovo would recommend Lenovo.

Perceived quality

Perceived quality is thought as the customer's notion of the overall quality or the superiority of a product or service regarding its intended goal relative to alternatives. Additionally it is a way of measuring goodness that spreads over all components of the brand. It is increased to the position of the brand property is helps business to gain financial advantage and provides a proper thrust which drives how the other areas of brand is searched.

We conducted two focussed group discussions (FGD) to discover the factors which customers' perceive as very important to accessing the quality of the laptop computers. The FGDs led to 9 factors which were then cross confirmed through secondary study. Three factors - Electric battery Life and Time to Charge had to be removed because of the insufficient the suitability in conditions of quality image. The rest six factors were considered while deciding the notion of the grade of the notebook computers.

Thus, the seven factors used for evaluating the identified quality for calculating the final brand equity credit score are:

  • Performance
  • Features
  • Conformance to specifications
  • Reliability
  • Durability
  • Fit and finish
  • Serviceability

The users of the brands - HP, Lenovo and Compaq were asked to rate these attributes on a scale of 1 1 to 10 (10-Excellent, 1-Poor). In the next explanation of the different factors, the aggregate credit score is the sum of the credit score given by all the 15 respondents and the average demonstrates the aggregate credit score divided by the number of respondents (15 inside our case). The maximum factors allotted to each one of the factors is100. Therefore the score of each of the factors is then computed based on the common score.


The performance of the notebook computers is an essential aspect as it is critical for the overall perception of the customer in conditions of quality of the laptop. The performance is compared over the brands getting the same features so that there surely is no bias and the evaluation in not done for two extremely different series notebooks.

As it arrived in FGDs, this is also related to the way the laptop performs like no crash, no hangs, easy operation and other similar sub features.


The performance rating of the three brands is shown in the table below:

HP results highest with the average rating of 8 followed by Lenovo with 6. 93 and Compaq at last with a credit score of 6. 87.


The customers have a favourable belief for Horsepower in terms of performance of the notebook computers. The Lenovo and Compaq are close together with almost same notion for performance. The Horsepower laptop computers outscore both of the other brands by almost 10 tips. The same belief had also been received in the FGDs therefore there is no difference of perceptions between the studies and FGDs.



The customers today look for the customization therefore crave for the amount of features available for the different notebook computers. The number of features and the depth under each component become important now because they impact the customer notion for the quality and affect the buying favourability for a brandname.

HP again have scored highest possible in this category with an average report of 8. 27 followed by Compaq with an average of 7 and finally Lenovo with a credit score of 6. 8.


The customers believe that the feature filled laptops are of good quality and as almost all of the HP laptops are feature filled, they are scored higher in conditions of the features. The Lenovo and Compaq laptops come with some standard features which mostly are basic ones. Though they can be customised according to needs however the number of options available for different components (depth) remain limited. This won't go favourable with the clients which is mirrored in the rating given by them to Lenovo and Compaq laptops when compared with HP which results higher.

Conformance to Specifications


Customers choose the features and standards to get the laptops which comply with them and perform appropriately. So conformance to the requirements becomes an important factor here. The stand below shows the score obtained by the three brands on this parameter.

HP stands at top with typically 7. 73 accompanied by Lenovo at 6. 93 and then Compaq with 6. 8.


HP has a favourable impression in the thoughts of the customers as they believe that Horsepower conforms to the features which makes them give it the best rating. The other brands of notebooks are not considerably behind which ultimately shows that there is not much different in the belief of the brands as far as the conformance to the specifications can be involved. All three adhere to the technical specs and even the fact that Horsepower has highest rating can't be considered as a great differentiator in conditions of recognized quality.

Reliability Score

The perception about consistency of a product directly plays a part in the brand collateral for a mobile device like laptop which is employed for multiple uses. The research & FGDs we conducted mentioned how reliability as an important component of identified quality. Respondents required their laptop computers for mobile needs, especially students for task works & executives who possessed to do presentations on the go. More than anything, dependability was linked to loss of data anticipated to laptop related malfunctioning which could never be paid out.

The reliability ratings obtained by the brands are suggested in the stand above. Each respondent was asked to rate the three laptop brands on their perception about dependability of the brand. The final reliability score was found by aggregating the scores given by all respondents and then locating the average.


The results suggested that HP & Lenovo scored 75 out of 100 for trustworthiness, accompanied by Compaq with a report of 66. This is inline with both brands' various marketing communications that emphasise on consistency. Lenovo & the erstwhile IBM Thinkpad always portrayed a durable image, with protections even against accidental drops and first of its kind features like locking hard disk drive during a street to redemption. HP also proposes its high stability through marketing communications. Compaq, a value brand from the HP stable is recognized to be less reliable set alongside the mother or father brand HP.


The notion about strength of a product directly contributes to the brand collateral particularly when it can be an expensive to own item like a laptop. Our review told a normal customer will consider utilizing a laptop for atleast 3 - 4 years and minimise the cost on the equipment. Also the FGDs indicated that laptops are incredibly expensive to keep and replacements of parts are an extremely expensive business. Thus toughness was used as an element to compute brand collateral score.

The brand ratings on the parameter toughness was again calculated by aggregating ratings given by individual respondents on perceived toughness of the three brands. The common was found and a percentage of the maximum credit score of 10 was found to supply the brand's report on sturdiness.


The table shows that HP & Lenovo are recognized to be of practically the same sturdiness (Lenovo a bit more). But Compaq lags seriously in the belief about durability. This may be because of the positioning of HP & Lenovo as high grade brands, while Compaq is always positioned as a low price, value established product. Another inference we might take out of this could be that price and premiumness can cause a difference in understanding of quality in the imagination of customers. A customer may prepare yourself to pay more for a product considering that toughness is straight related to the price of the merchandise.


In the FGDs conducted, we got views that the laptop a person provides communicates a whole lot about his personality. Hence the fit & finish is given a great deal of importance during laptop purchases. We had included fit & carry out as an element of recognized quality and gave equal importance to this parameter with a maximum score of 100 associated to it.

The above stand indicates the results obtained by the brands for 'fit & surface finish' parameter. The respondents were asked to rate the three notebooks on a maximum rating of 10 things. The aggregate credit score was computed and average was obtained for the 15 respondents. This is then altered to a credit score of maximum score of 100.


It was discovered that HP had the highest score on the parameter fit & carry out. HP laptops have always been famous for their stylish designs, and custom exteriors. HP frequently comes up with limited editions, with specially designed exteriors, providing rich look to the laptop. Compaq was ranked as the next best. Compaq, being a product directed at the value segment, has always designed its laptop in a straightforward and elegant manner as opposed to the daring and stylish designs of Horsepower.

We can easily see that Lenovo lags greatly in this parameter. Lenovo maintained the initial IBM Thinkpad designs. Lenovo offers minimal importance to external visual appeal focussing more on ergonomics, robustness and dependability. This is also mentioned in the FGDs where Lenovo notebooks were criticised for the dreary exteriors. Most respondents accepted they were not satisfied with the looks and they revised the looks through the use of laptop skins available in the market.

Serviceability identifies the power of tech support team personnel to install, configure, and monitor laptop products, identify exceptions or faults, debug or isolate faults to perform root cause evaluation, and provide hardware or software maintenance in pursuit of solving a challenge and restoring the merchandise into service. Incorporating serviceability facilitating features typically brings about more efficient product maintenance and raises value for the brand in the intellects of the client. Through the FGDs, many individuals shared the many faults that their laptop computers had generated and how easy or difficult they found it to obtain it serviced at an authorized centre. The next stand lists the ratings for serviceability for the different laptop brands out of a maximum of 100.

The respondents were asked to rate the three laptops over a maximum report of 10 items. The aggregate score was calculated and average was obtained for the 15 respondents. This is then altered to a credit score of maximum rating of 100.


HP was ranked the best serviceable laptop accompanied by Compaq and Lenovo. HP service centres or HP-authorized service centres can be found all over India. Therefore customers find it super easy to simply hold their laptop computers to the nearest service centre and get it serviced. Compaq notebooks are also serviced by Horsepower service centres. Since exclusive Compaq service centres aren't popular, people still understand that the serviceability is not very high for Compaq, while in reality it will equal that of HP.

Lenovo has mainly authorised service centres and it's really not as common when compared with the other two brands. Therefore, it's got a low rating for serviceability. Having exclusive Lenovo service centers in all major metropolitan areas in India may help in improving the perception of the clients.

Brand Association

The FGDs were conducted to find the exhaustive set of the possible associations for the three brands- Horsepower, Lenovo and Compaq. The organizations were then used in the questionnaire to choose the top two organizations from the respondents for every single of the three brands. The surveyed people were then asked to rate (5-highest, 1-least expensive) the two associations chosen by them. The tables below show the results obtained by each of the organizations under different categories. The top two associations were then changed into the rating for the three parameters- Power of Connection, Favourability and Attitude.


The Business and the Performance came out to be the very best two organizations with the Horsepower laptops. When changed into score it comes out to be as follows:


The brand superstar association for Horsepower is also viewed as Mr. Amitabh Bachchan who justifies the business enterprise and Performance rating too.

The animal connection for the brand HP also comes out to be Tiger and Lion in similar numbers of 4 each. So the animal connection for HP is the Big Cat Family Pets or animals. This can be because the people relate these family pets for the performance and focussed attitude like in business.


The Rough/Robust and Features arrived to be the very best two associations with the Lenovo laptop computers. When converted to rating it comes out to be as follows:


The brand celebrity connection for Lenovo is also seen as Mr. Saif Ali Khan who justifies the Challenging/ Robust and Feature wealthy image of the brand Lenovo. This connection may be because he is also a brand ambassador for Lenovo.

The animal relationship for the brand Lenovo is Dog as seen from the responses of folks who responded to the review. Six people out of 15 said Dog as the animal that ought to be from the Lenovo laptop computers. This brings out the top features of the laptop which ultimately shows they are trusted, robust and intensely abundant with features.


The brand superstar relationship for Compaq is seen as Mr. Shahrukh Khan who justifies the Affordability and Service image of the brand Compaq. This relationship may be because he is also a brand ambassador for Compaq.

The animal relationship of Compaq comes out to be Cat which sort of justifies the affordability part.

5. Other proprietary Assets

The three proprietary property studied in this survey were - Name, Brand & Slogan. This is important as any marketing communication will be using the three assets and the impact these makes will determine the brand collateral and hence the intake of a brandname. The respondents were asked to rate the three brands for the three assets based on the three factors - Attractiveness, Effectiveness, Uniqueness

For example, the respondent was asked about how precisely attractive, effective and unique the name of HP laptop is, followed by the logo design and slogan of HP. The scores for every single factor was computed by locating the aggregate score given by all the respondents and then your average. The ultimate score of every brand against each one of the possessions were found by multiplying the report of the property contrary to the three factors.


It was found that name HP possessed a very high score in all the three proportions and has the highest credit score of 49 on the list of three brands. Compaq comes after Horsepower and the name Lenovo was found to get scored minimal and was found to score the least among the list of three brands in each one of the measurements except uniqueness, where it stands second.


The name of Horsepower was found to report an average of 7. 8 out of 10 for uniqueness, 8 for effectiveness and 7. 8 for attractiveness. This indicates that the name HP is contributing to the brand collateral. But in the case of Lenovo, we see that the name scores very low in conditions of attractiveness and effectiveness. Such brands may consider re-launching products under different brands or a brand like Lenovo can for brand extensions with more attractive names



The above stand indicates the scores for slogan of the three brands on the proportions of attractiveness, efficiency and uniqueness. The slogans were given to the respondents namely - HP - Notebook computers are Personal Again, Compaq - Motivation Technology, Lenovo - " NEW WORLD ". New Thinking


We can observe that HP results highest for slogan, followed by Lenovo and Compaq. Though the slogan for HP ratings highest relatively, the score appears to be low. This could be because the respondents are not able to associate the slogan to the merchandise or because they are not able to affiliate it with themselves. This may be because HP used this slogan at first for desktops when it developed the slogan Pcs are personal again. But laptop computers are always personal accessories for self utilization and stating "Laptops are Personal Again" does not make any longer impact.

Looking at the other two brands, Lenovo and Compaq lag closely and needs significant improvement in their slogan. This may even be due to insufficient sufficient subjection of the slogan to customers or again inability of the clients to associate slogan with themselves or the merchandise.

3. LoGo

The above stand indicates the evaluations for logo of the three brands on the three sizes. The respondents were shown the several logos of the three brands and asked those to rate them against elegance, effectiveness & uniqueness.

As we can easily see, HP scored the highest for the company logo, followed by Compaq and Lenovo.


HP has an extremely high rating for brand brand, with very high score in each one of the dimensions Attractiveness, success and uniqueness. Compaq comes after and Lenovo was found to lag intensely in this dimension too

The above stand reveals the brand collateral score of the three brands. We can find that the brand under analysis HP has scored the highest rating of 1405 out of 1920. It plainly indicates why HP is the marketplace head in this selection of notebook computers. Compaq from the Horsepower stable is the second valued brand. We've seen the brands under the individual dimensions in the last sections.

We can see that HP leads the other brands in every dimension. The strategies adopted up to now has been acceptable.

Suggestions for even more Improvement

Improving Brand Awareness

From the brand equity table, we can easily see that HP ratings full against unaided recall & aided recall. But only 47% of the respondents got HP in their Top of Brain recall. As we talked about before, Top of Mind recall contributes to acquire of something, as the brand will be there in the very best of the factor list while making a purchase. To make sure HP involves your brain of whenever a customer goes to buy a laptop, the association between Horsepower and laptop needs to be improved.

This can be carried out through more repeated exposures to the brand HP and associating those to the various product categories. Various options for guaranteeing this are using advertisement strips mentioning the HP brand during Cricket shows, media shows etc. This will not only increase brand collateral of HP as a laptop brand but also the overall equity of the brand HP so that they will keep in mind the brand when they are considering purchase of any product from the assortment that HP offers like printer, desktops or even servers.

Improving brand loyalty

As discussed previously, brand devotion is a distinctive factor which immediately pertains to a customers experience from usage / usage of the brand. We are able to see that the client commitment is sufficiently high. But there is scope for enhancing the satisfaction of the customer. This can be done through various strategies like increasing service offered, customer care. Another aspect of improving customer satisfaction is through bettering / modification of product features. Minimising flaws and making sure product quality increase satisfaction of the client and increasing the entire brand equity.

Improving identified quality

The trustworthiness of the brand is good but it must work more towards increasing the durability aspect of the laptops. The HP notebook computers doesn't score on top of durability and so it must boost the same by bettering the merchandise quality and may be by increasing the toughness of the notebook computers by changing the casing of the laptops.

Improving Brand Association

The brand asssociation of Horsepower is quite strong for the practical part - Business and Performance but it still lags behind the other brands in conditions of the personality association. It might be due to case that Horsepower doesn't project the brand personality somewhat it does job the merchandise features and the brand as a result. If it's the policy of the company, even then it will showcase the features and even the brand more aggressively in order to make this difference clear to the clients. Uniqueness of assiciation needs to be presented more sharply.

Improving scores of proprietary assets

The results of the proprietary belongings of HP seems to be low, although highest on the list of three brands. The credit score of every of the advantage has been determined as the merchandise of three sizes - attractiveneess, success & uniqueness. For a customer, these proprietary property are the first things a customer is subjected to and than he affiliate with tangibly. Regarding name the brand scores on top of all the three attributes. Within the case of slogan, as described in preceding section, the report seems to be low. This could be because the respondents cannot associate the slogan to the product or because they're unable to relate it with themselves. This could be because Horsepower used this slogan initially for desktops when it developed the slogan Computers are personal again. But notebooks are always personal machines for self utilization and expressing "Laptops are Personal Again" does not make any longer impact. This factor could be revisited. The brand of Horsepower has been highly favorable, considering that it scores high on all the three measurements.


We determined the brand equity score of HP as a laptop brand compared to Lenovo & Compaq. We also found that HP gets the highest brand equity score, compaq follows and Lenovo comes third. We also noticed the results under the five proportions of brand equity and any ideas / range of improvvements were analysed.

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