a case study of Alcatel (customer based brand equity) Zeb, Nadir creator Tocquer, Gerard A. Chairperson Bechter, Clemens Examination Committee Deussen, Arne Examination Committee text series technical report th Bangkok Asian Institute of Technology 2001 continuing eng 72 leaves The increasing brand conciseness has led companies to look into their branding strategies and manage them well to increase brand equity in consumers' mind. The people now are becoming friendlier towards popular brands and want to associate with the recognized brand only. The brand is basically giving more leverage to companies to increase good will and strategic advantage in the market. In the new millennium the battle is no more on human asset and technological competence alone. Brand name is playing major role for companies to establish and hold the company intact in time of economic crisis. Asian crisis has led companies to build strong brand in order to move through hard times. Asian crisis only those companies survived who were better in recognition and trust as compared to their competitors. The research study will show what people like about mobile phones and how they associate to them. It will underline the sources for brand leveraging and importance of branding A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001 Product management Thailand Alcatel Asian Institute of Technology. http://203.159.5.9/ait-thesis/detail.php?q=B07245 http://203.159.5.9/ait-thesis/detail.php?q=B07245 020111 20260817171721.0