Building priority strategies of brand equity measurement with AHP - case of mobile companies in Taiwan

The complexity of enterprise has increased along with advance in technology and increases in development speed. Branding concerns in both producer and customer for market feedback are the keys to running an efficient branded company. Therefore, this paper uses upon brand equity theory to propose a model from two different aspects (by producers and by customers) to view product/service branding behavior features. This is done by aggregating the synthetic performance value of all possible alternatives and feasible strategies in multiple attribute decision-making (MADM) problem-solving approach. This process is based on branding behaviors of empirical study where the Analytical Hierarchy Process (AHP) technique was employed to survey the performance of brand equity measurement system upon strategy management enquiry. This study aims at quantifying relative priorities for a given set of alternatives, based on the intuitive judgments of the decision-makers in seeking consistency within the comparison of alternatives in the decision-making process. From the overall synthesis performance value, the results demonstrate consistent results from the top five alternatives, indicating that perceived quality, brand knowledge, brand credibility, brand image and brand identity are the most issues for the branding process improvement.