BRAND EQUITY IS IMPORTANT, AND BIG BRANDS KNOW THIS

This title of an article caught my attention: 

"Samsung Wants You to Sip Some Hennessy: A Quad-Core Clamshell Phone with A Keyboard and Dual Screens"

In fact it has nothing to do with Hennessy Cognac but with one of the new smart phones launched recently by SAMSUNG (model SCH-W789). It is just strange that they would call it 'Hennessy' perhaps not as strange as making a flip phone. Wait a minute flip phones are still very popular in China.

Smartphone SAMSUNG Hennessy (model SCH-W789)

Is this phone to be sold in China?

Could it be a phone just sold in China?

Actually, yes. Therefore, perhaps it is not a coincidence that it is called Hennessy after all since Hennessy is one of the most popular brand. Is Hennessy Cognac OK with this?

Probably not! But SAMSUNG is a big company and from Korea so who would want to rub against them. LVMH? 

LVMH could but they have other thinks to do than run after these kind of things. Not really, they have to take seriously any kind of copy cats, counterfeits, or trademark confusions coming from individuals or organization says Uché OKONKWO at the 2011 International Conference on “Luxury and Counterfeiting" in Geneva.

Brand Equity is made of 4 dimensions: Awareness, Association, Quality and Loyalty.

Brand Awreness is divided into 2 factors:

• Brand Recognition: the capacity of a brand to be known by a specific target. The target may not know what the brand does but they recognize it.
• Brand Recall: given a product category, for instance luxury watch, the brand that a target would mention for this category is brand recall. Recall is more important to get than recognition. Recognition is better than nothing and the first level of brand familiarity.
• Brand Recall helps in building brand consideration sets, i.e., level of awareness in which a target is most likely to buy when searching for internal information at a point of readiness stage.

Sources:

Android Headlines