Brand equity dimensions of mobile phone to Albanian consumers

Brand equity is a key factor that can bring to the company: high profits, brand expansion opportunities, protection against competitors, effective communication strength but also leads to the strengthening of preferences consumer purchase intention and customer loyalty. High brand equity generates a ¿differential effect¿, higher ¿brand knowledge¿, and a larger ¿consumer response¿, which normally leads to better brand performance, both from a financial and a customer perspective. The strong relationship between customers and brand can influence in creating strong brand equity.A brand can act as a partner, so features like a person, and thus can cause an emotional response from consumers. This monograph consist in the literature review about concepts of brands and also include three article about brand equity, brand personality and dimensions of brand personality.