Customer Perception Based Brand Equity Analysis of Dinshaw's Ice-Cream

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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 presence. * Lecturer, Dept. of Management, Shri Ramdeobaba K. N. Engg. College, Nagpur ** Lecturer, Dept. of Management, Shri Ramdeobaba K. N. Engg. College, Nagpur ***Asst. Prof., Dept. of Management, Shri Ramdeobaba K. N. Engg. College, Nagpur There are many national as well as international ice-cream brands in Nagpur city, of which Dinshaw`s is disputably the leader in the domestic brands. Hence, this research selected Nagpur region to measure brand equity of this premium ice cream brand. Brand

Kotler et al defined a brand as “a name, term, sign, symbol, design, or a combination of these that identifies the marketers or seller of the product or services”. According to Kapferer (2004), a brand is a name that has the power to influence a buyer. He further to say that this influence could be as a result of a set of mental associations and relationship built up over time among customers or distributors. Brand Equity

Since the development of brand equity in 1980s, there have been rapid developments in the subject. This is due to the fact that branding has been recognized as an important factor of a firm especially in a very competitive business environment. In the literatures, different definitions of brand equity have been proposed. According to Park and Shrinivasan (1994) brand equity has no acceptable definition. Farquhar (1989) defined brand equity as “the value which the brand adds to the product”. Similar definitions were provided by researchers such as Aaker (1991), Keller (1993), Leuthesser (1998), Yoo and Donthun (2001) Keller (1993 p.8) sees brand equity as the differential effect of a brand knowledge on a consumer response to the marketing of a brand. This is based on the assumption that the power of a brand lies on what have been learned, heard, seen and felt about the brand by the customers over time. Aaker (1991 p.15) provided the most precise definition of brand equity, he defined brand equity as “the set of brand assets and liabilities linked to a...
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