Increasing brand awareness of Digichive Philippines Direct consumers

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Business Administration


Ramon V. Del Rosario College of Business


Decision Sciences and Innovation Dept

Thesis Adviser

Divina M. Edralin

Defense Panel Chair

Raymund B. Habaradas

Defense Panel Member

Frances Jeanne L. Sarmiento
Ana Liza Asis-Castro
Maria Victoria P. Tibon
Brian C. Gozun


I, together with my collaborators, focused on addressing the issue of low level of brand awareness of Digichive Philippines direct consumers. If a company wants to be patronized by numerous consumers, they should make their consumers familiar of their brand. Brand awareness is a factor that must be considered if a company also wants to increase its sales. Manifestations of our issue were lack of contact with direct clients, lack of tools to introduce the company and lack of identity. The main objective of this action research was to increase brand awareness and consequently to increase sales of the company. In gathering data, I used the method of data triangulation. Data was gathered from informal and formal meetings as well as one-on-one conversations with collaborators, and through the use of office files. I used first, second and third person skills. The framework which was used as a guide in relation to brand awareness was Kellers Customer-Based Brand Equity. The changes were assessed through Lewis Forcefield Analysis. In addressing the hindering forces which resulted from the Forcefield Analysis, Lewis Change Management Model was then used. This was the basis on how the proposed changes could be accepted by the team. The interventions made to resolve the issue were (1) brochure creation and (2) Facebook page creation. The results of these two cycles were favorable. I appreciate the cooperation and support given to me by my collaborators and the whole team. It felt fulfilling to be able to make a positive change for the organization I am currently working with. For the third cycle, my recommendation is for the company to create an official active website to further increase brand awareness.

Abstract Format






Accession Number


Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.


Brand choice; Consumers' preferences

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