Brand equity and business performance Towards a conceptual framework

By:

MOHAN, BIJUNA C

Contributor(s):

SEQUEIRA, A H

Material type:

Mixed materialsPublication details: 2013Description: 5-10Subject(s):

NLM classification:

658.827

In: INDIAN JOURNAL OF MARKETINGMSummary: A brand is considered to be one of the most important intangible assets of any business. Companies spend a considerable amount of their revenue and time on brand building activities. In this scenatiro, there arose a need for the justification of brand building activities. This study examines the relationship between brand equity and business performance in the fast moving consumer goods (FMCG) industry. By understanding the dimensions of brand equity, the study focuses on the important contributors to brand equity.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		43/2	Available		P14738

A brand is considered to be one of the most important intangible assets of any business. Companies spend a considerable amount of their revenue and time on brand building activities. In this scenatiro, there arose a need for the justification of brand building activities. This study examines the relationship between brand equity and business performance in the fast moving consumer goods (FMCG) industry. By understanding the dimensions of brand equity, the study focuses on the important contributors to brand equity.

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