ABSTRACT

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Introduction to the concept:
Measuring the brand awareness, perception & equity is an important aspect in marketing your business. It is very helpful to analyze the perceptions your target audience i.e. customer. Inviting consumers to provide feedback and maintaining a constant presence in your target markets is essential to the brand. Consider as a brand, Why is a brand strong or weak? How do brand strength levels change over time? Why? How do brand strengths vary by markets and why? Such questions are fascinating and also practical. Most businesses, if they measure brand equity at all, restrict their measures to brands in the immediate product class and market of interest. Expanding the perspective to include multiple product classes and markets can have significant practical value in that it can enhance a firm’s capability to manage a portfolio of brands and markets, benchmark against the best, and develop a valid brand equity measurement system to identifying the potential customers.