Brand Equity Perspective from 1990 to Till Today

Authors

  • Lokesh K N  MBA Department, New Horizon College of Engineering, Bangalore, India
  • Dr. Ramachandra Gowda  Retd. Professor, Vidyavardhaka College, Mysuru, India

Keywords:

Brand Equity, Brand Determinants, Customer Based Brand Equity, Employee Based Brand Equity.

Abstract

Brand Equity is a very old & most important concept in marketing. In an overcrowded market, critical success factor for any company is building brand portfolio which gives a company competitive advantage against their competitors. Every organization is bound to focus on Brand equity which enhances customer satisfaction, higher profitability, and premium pricing & so on. However the determinants of brand equity have varied over time, brand equity is viewed from different perspective such as investor, employee, and customer. This paper seeks to identify brand equity dimension from customer perspective through reviewing various literature from 1980’s to till date and to study how brand determinants have changed over a period and which elements are more relevant today.

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IInternational Journal of Scientific Research in Computer Science, Engineering and Information Technology

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Published

2019-12-30

Issue

Volume 4, Issue 9, November-December-2019

Section

Research Articles

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How to Cite

[1]
Lokesh K N, Dr. Ramachandra Gowda, " Brand Equity Perspective from 1990 to Till Today" International Journal of Scientific Research in Computer Science, Engineering and Information Technology(IJSRCSEIT), ISSN : 2456-3307, Volume 4, Issue 9, pp.852-858, November-December-2019.