Abstract:
Consumer Perception of a brand is subjective to a very vital
factor called Brand Equity. Managers can drive positive results
and achieve their goals by taking into the consideration all the
factors related to brand equity and adding a strong attribute to
the product that will influence the consumer perception.
The focal point of thesis is implications of attributes of brand
equity (brand awareness, brand loyalty, brand image and
perceived quality) and its impact of consumers mind. Thesis has
assumed a theory that all these factors play a vital role on
influencing a consumer. However, the thesis intent to find
which of these three factors (brand image, brand loyalty and
perceived quality) achieve the highest brand equity in both the
drinks (Pepsi and Coca Cola). Brand Awareness was taken care of
individually because the scale we choose was different.
An organized questionnaire was fashioned to find the answer of
Research Question. For the research 220 questionnaires were
distributed out of which 200 were comprehended and studied. The
Thesis scrutinizes the attributes of brand equity namely brand
awareness, brand image, perceived quality and brand loyalty.
From the research it is clear that brand loyalty got the
slightest brand equity rating when compared with others.
Although, the four dimension appear to have influence on
customer perceptions of brand.
