FACTORS FACILITATING BRAND EQUITY DYNAMICS (A Study on Indian Car Industry)

Abstract

Brand Equity is the added value endowed by the brand to the Product (Farquhar 1989). Although the idea of using a name or a symbol to enhance a product’s value has been known to marketers for a long time, brand equity has gained renewed interest in recent years. The objective of the study are to analyse the importance of various factors like brand knowledge, brand preference, brand loyalty, brand application etc in car market in Puducherry. The primary data were collected from 300 car owners through an interview schedule. From the five factors, brand application factor has been rated as the most important factor in car industry. This study shows that it is possible to establish where a company should focus its improvement efforts in order to make it payoff.