THE IMPLICATION OF BRAND EQUITY AND PRODUCT INNOVATION IN BUILDING MARKET PERFORMANCE; A CASE STUDY OF SONY DIGITAL CAMERA BUSINESS

• Main Author: Akeyla Charles Mussry, Jayson
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61063
• Institution: Institut Teknologi Bandung

In today’s world, the landscape of digital cameras has changed drastically. Gone are the days of bulky huge DSLRs now replaced with the sleeker, more compact mirrorless cameras. Leading this charge in a fundamental shift in the camera market is Sony with their innovative line of Alpha cameras, jam packed with technology never seen before in other cameras. Being a relative newcomer into this market has been a challenge for Sony as they don’t have the history and reputation of other legacy camera manufacturers. But being a first mover into an untapped market has given Sony a huge jump start in contrast to their competitors. Therefore, the purpose of this dissertation is to understand the impact that brand equity and product innovation has in building market performance for the Sony Imaging Division. This being an exploratory research, questionnaires will be sent out to test 3 hypotheses, the data will then be crunched through structural equation modelling before coming to a conclusion. The dissertation resulted in proving that brand equity has a direct impact on market performance but it is unsure if product innovation positively affects market performance without the assistance of brand equity.