Quantitative model of brand equity with application in decision making

Abstract

This independent project develops a compositional model of consumer based brand equity. The existing literature on the measurement of brand equity and various related dimensions of a brand like brand awareness, brand loyalty, brand associations, brand values, brand perceived quality and other brand proprietary assets is reviewed, Brand Equity is conceptualized as a multidimensional concept, with the dimensions as above quantitative models present in the literature to measure the concept of brand equity as a whole and each of its dimensions are studies. The theories underlying the measurement of consumer based concept of discussion. Based on these theories, a model form that is compositional in nature is selected. Alternative model structures are developed and model parameters estimated for all alternatives over two FMCG product categories. The best model structure is validated against three external “standard” of brand equity parameter estimating is based on primary data collected from consumers of toilet soaps and soft drinks at the IIMA campus. Validation uses primary data from retailers, primary data from the VIIIth marketing Fair at IIMA and secondary read an All-India brand survey in 1993. The application model developed for brand management are then discussed. The limitations of the project under and the scope for future research are also discussed.