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IJSTR >> Volume 9 - Issue 4, April 2020 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Brand Equity Analysis: A Case Of Selected Firms In Indian Fibre Cement Sheets Industry

[Full Text]

 

AUTHOR(S)

Ashutosh, Dr Ashok Sharma, Dr Masroor Ahmed Beg, Dr Vivek Singh Tomar

 

KEYWORDS

Aaker Brand equity model, Brand Association, Brand Awareness, Brand Equity, Fibre Cement Company, Loyalty, Mann Whitney U Test, Perceived Quality, Strategy.

 

ABSTRACT

The changing technology, enormous opportunity for substitutes, and ever-changing consumption pattern has affected margins of Indian Fibre Cement Sheets industry. The high brand equity results higher customer satisfaction which drives high prices and elevates organizational performance. Organizations that invest in brands, can track their brand story by employing brand equity surveys, enabling corrective action for development of high brand equity. Brand Equity Survey employed on the basis of key variables identified through literature review. Kolmogorov-Smirnov, Shapiro-Wilks and Mann Whitney U Test were used for data analysis in this study. The survey was employed through a pre-validated questionnaire. The study follows a descriptive research design. The various components of the Brand Equity and their association among two prominent fibre cement companies was studied. Strategies to improve the weak components of Brand Equity has been suggested. The management of the firm under study shall be benefited in fine tuning the overall strategy of the organization. The brand equity is one of the construct of long term performance of the firm. This study will help firms in developing and planning strategic alternatives to counter all the challenges. This paper on study of brand equity is first of its kind in this sector.

 

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