Measuring Brand Equity of FMCG Brands in Indian Market Application of Consumer Based Brand Equity Model

Abstract

Brands have become inevitable part of our life. Brands are important to everyone: brand managers, newlinecorporate, customers as well as academicians Brands play an integral part in marketing newlinecommunication and strategy. This is because brands have become an important marketing newlinecomponent to the manufacturer (Murphy, 1990; MotameniandShahrokhi, 1998) and a rich source of newlineinformation for the consumer (Aakerand Biel, 1993). For the manufacturer, brands provide a means of newlineidentification for ease of handling and tracing, a means of legal protection of unique features, and of newlineendowing products with unique associations (McCarthy andPerault, 1990; Kotler and Armstrong, 1997). newlineBrands signal quality levels to consumers, and can be effectively used to gain a competitive newlineadvantage (Skinner, 1990) and secure financial returns (Collins-Dodd and Louviere, 1998). To the newlineconsumer, a brand identifies the source of the product, which in turn, assigns responsibility to the newlineproduct maker, and provides a promise or bond with the maker of the product (Lassaret al., 1995). newline