Brand Equity

Topics: Brand, Brand management / Pages: 74 (18454 words) / Published: Oct 4th, 2010
Chapter 1

Introduction

1.1 Introduction Brand equity has become a very strong part for every product. Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name and, at the root of these marketing effects is consumers ' knowledge. In other words, consumers ' knowledge about a brand makes manufacturers/advertisers respond differently or adopt appropriately adept measures for the marketing of the brand. Brand equity helps a product to stay strong than other competing brands. Brand equity is the positive effect of the brand on the difference between the prices that the consumer accepts to pay when the brand known compared to the value of the benefit received.

1.2 origin of the project and thesis work:

As bachelor of business administration (BBA) degree requires an attachment of a report assigned and endorsed by the faculty advisor (supervisor of the report). This report has been originated to make a study on the “Brand Equity- The ultimate destination of a Brand” thesis report also required for the completion of BBA program of Stamford University.

As a part of my study and completion of the BBA degree, the thesis work was assigned by “Ms. Sara Sarwari” Assistant professor of Marketing, Department of business administration; Stamford University Bangladesh. She also approved the topic and authorized me to prepare this report as a part for the fulfillment of the said requirement.

1.3 objective of the report:

Each report has some objectives. The main objective of this thesis report is to fulfill the academic requirement of BBA and gather some particular experience. But it is not only the foremost objective of this report; the following are other objectives of the heading of the report:

Branding has become a very



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