Economic strength of a country lies in its ability to employ all its available resources gainfully. This would be possible only when there is a steady and effective demand for goods and services, the precondition for which is the ability and willingness of the people to purchase or pay for such goods and services. Brand awareness is related to the strength of the brand in memory, as reflected by consumers' ability to identify various brand elements (i.e., the brand name, logo, symbol, Character, packaging, and slogan) under different conditions. Choosing the appropriate measure depends on the relative importance of brand awareness for consumer behavior in the category and the resulting role it plays to the success of the marketing program for the brand. For example, if research reveals that many consumer decisions are made at the point-of-purchase where the brand name, log packaging, and so on will be physically present and visible, then brand recognition and visual awareness measures will be important. In this paper, researcher tried to explore the concept of brand and brand equity. The survey is also conducted to find out the awareness level of consumer about brands, perceived strength and weakness, perception and attitude to the brands, values associated with the brand, image associated with the brand and many more.
Cite this article:
Mani Arora, Anil Kumar. Consumer Awareness Towards Brand Equity. Asian Journal of Management. 2018; 9(1):41-53. doi: 10.5958/2321-5763.2018.00007.0