Components of Brand Equity- A Study with Reference to Consumers of Personal Care Products

Abstract

            Brand equity is not a unique phenomenon whereas it can be considered as the components of several brand elements namely product attributes, brand awareness, brand association, brand performance, brand knowledge and the brand loyalty. This particular paper is focusing on proving the exact components of brand equity pertaining to personal care products of consumers in the metropolitan city of Chennai . Actually brand equity can be defined as the composition of various elements of brands which is intangible to consumers’ perception. Theoretically brand equity Brand equity is associated with the product characteristics and characteristic features of the brands and their reputation. Brand equity is responsible for all the firms to the reputation as full as to dominate the market. Brand equity is a feeling that is steadfastly fixed among the minds of consumer psychology.