A Study of Customer based Brand Equity for the Public Sector Oil Marketing Companies with special reference to the city of Indore

Abstract

In highly competitive markets, the brand equity is very necessary. Brand newlineequity can help establish consumer satisfaction, repurchasing intent and newlineincreases degree of loyalty. Moreover, marketing manager should effectively newlinemanage and utilize the antecedent of brand equity, including brand awareness, newlinebrand loyalty, brand associations and quality perceptions. Because the aim of newlinebrand equity is to maintain or increase the level of competitive advantage of newlinethe firm, this study would help the company officials of the public sector oil newlinemarketing companies understand the performance of their brands with relation newlineto their competition and provide them with the insights of areas they need to newlinework upon to increase the customer based brand equity of their organizations. newlineBrands need to be periodically measured in terms of the impact generated on newlineconsumers, stimulating market demand and exploring opportunities for newlineproliferation. newline