BRAND EQUITY PERCEPTIONS OF TWO TELECOMMUNICATION RIVALS IN NIGERIA: MTN & GLOBALCOM

Abstract

In recent times, firms have been using the branding concept as a competitive advantage among their rivals. The awareness of brand is the willingness of consumers to identify and consider a brand. It creates a link between the buyer and the product brand. Meanwhile, numerous literatures have been conducted to portray the impact of branding strategy on the performance of the organization universally. However, this study concentrated on the telecommunication sector where the questionnaire was distributed to their customers and 420 questionnaires were filled and returned for the analytical purpose from the two selected telecommunication companies (MTN & Glo). The study found that the strategies of brand equity (brand awareness, brand loyalty, purchase intention and brand association) are similar between the two telecommunication rivals (MTN and Globacom). It was also revealed that the users of MTN are very satisfied with the services received and Globacom users are very satisfied with the network services.