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BRAND EQUITY AMONG THE CUSTOMERS ABOUT ADAMA’S PRODUCT

KrishiKosh

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Title BRAND EQUITY AMONG THE CUSTOMERS ABOUT ADAMA’S PRODUCT
 
Creator Mohapatra, K.C.
 
Contributor Mishra, S.N.
 
Subject -BRAND EQUITY, CUSTOMER, ADAMA’S PRODUCT--
 
Description The purpose of this study is to discuss and elaborate the main issues encountered in managing
brand equity. In order to achieve this purpose, i first analyze the concept of brand equity; second, we
provide a comprehensive framework for managing brand equity; and finally, we distinguish different
ways to leverage and measure brand equity. The concept of brand equity emerged in the early 1990s.
Brand equity can be regarded as a managerial concept, as a financial intangible asset, as a relationship
concept or as a customer-based concept from the perspective of the individual consumer. The main asset
dimensions of brand equity can be grouped into brand loyalty, brand awareness, perceived quality and
brand associations. There are three alternative ways to leverage brand equity: first building it, second
borrowing it, or third buying it. Brand equity can create advantages and benefits for the firm, the trade or
the consumer.
Brand equity is a concept born in 1980s. It has aroused intense interest among business
strategists from a wide variety of industries as brand equity is closely related with brand loyalty and
brand extensions. Besides, successful brands provide competitive advantages that are critical to the
success of companies. However, there is no common viewpoint emerged on the content and
measurement of brand equity. Brand equity has been examined from financial and customer-based
perspectives. This paper will only study the customer-based brand equity which refers to the consumer
response to a brand name. The aims of the study are to review the dimensions of customer-based brand
equity by drawing together strands from various literature and empirical studies made within the area of
customer-based brand equity. A conceptual framework for measuring customer based brand equity is
developed to provide a more integrative conceptualization of brand equity.
Measurement of brand equity has posed a big challenge to the companies in the Indian pesticide
industry. This thesis work investigates brand equity among the customers about the ADAMA India’s
product. The research study adopts descriptive and exploratory approaches. The results indicate that .
The practical implications of the findings are that brand equity has to be effectively managed for
improved operational performance of business.
 
Date 2017-01-20T12:03:54Z
2017-01-20T12:03:54Z
2016
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/97315
 
Language en
 
Relation Th;4672