Customer Perception Based Brand Equity Analysis of Dinshaw's Ice-Cream
Customer Perception Based Brand Equity Analysis of Dinshaw’s Ice-cream
Abhijeet Agashe *, Rupesh Pais**, Rashmi Shahu***
Abstract
A brand is a name that has the power to influence a buyer. Brand influence could be as a result of a set of mental associations and relationship built up over time among customers or distributors. Brand equity is the differential effect of a brand knowledge on a consumer response to the marketing of a brand. The present study focuses on the study of the basic four dimensions of customer-based brand equity on consumer`s perceptions of a brand viz. brand awareness, brand loyalty, brand image, brand performance. This is based on the assumption that all these dimensions of customer-based brand personality have influence on consumer`s perception of brand.
Initially the research work attempts to evaluate the brand equity of the company and to find out the value of the brand. The study further tries to measure the brand awareness & brand association of Dinshaw’s. This is followed by the quantitative measurement of brand loyalty & perceived quality of the brand. Finally the study attempts to suggest future marketing & brand promotion strategies for the company so as to enhance its brand equity. This research work is expected to help the company in determined it`s level of brand awareness, brand image, perception and brand loyalty in the mind of its customers. This information can then be used by them to analyze the difference between their branding efforts and the Brand Knowledge of the customers and accordingly redesign their branding efforts.
Introduction
Strong brand equity has become a very important factor that influences consumer`s perception of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. Dinshaw`s is a brand of ice-cream that originated and established in Nagpur city and now it has national
Abhijeet Agashe *, Rupesh Pais**, Rashmi Shahu***
Abstract
A brand is a name that has the power to influence a buyer. Brand influence could be as a result of a set of mental associations and relationship built up over time among customers or distributors. Brand equity is the differential effect of a brand knowledge on a consumer response to the marketing of a brand. The present study focuses on the study of the basic four dimensions of customer-based brand equity on consumer`s perceptions of a brand viz. brand awareness, brand loyalty, brand image, brand performance. This is based on the assumption that all these dimensions of customer-based brand personality have influence on consumer`s perception of brand.
Initially the research work attempts to evaluate the brand equity of the company and to find out the value of the brand. The study further tries to measure the brand awareness & brand association of Dinshaw’s. This is followed by the quantitative measurement of brand loyalty & perceived quality of the brand. Finally the study attempts to suggest future marketing & brand promotion strategies for the company so as to enhance its brand equity. This research work is expected to help the company in determined it`s level of brand awareness, brand image, perception and brand loyalty in the mind of its customers. This information can then be used by them to analyze the difference between their branding efforts and the Brand Knowledge of the customers and accordingly redesign their branding efforts.
Introduction
Strong brand equity has become a very important factor that influences consumer`s perception of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. Dinshaw`s is a brand of ice-cream that originated and established in Nagpur city and now it has national
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