Four Dimensions Of Brand Equity

Keller describes brand equity as the value adding element to the product. Brand equity is an extremely important concept for both practical and theory related reasons in brand building and its management. Brand equity has many dimensions and definitions for example favorable impressions, attitudinal dispositions, and behavioral predilections. Whereas the major dimensions of brand equity are brand loyalty, brand awareness, perceived quality of brand, and brand associations as told by Keller and Aaker in 1993 and 1996 respectively. One important agreement about the definitions is that brand equity is the actual incremental value of a product due to the brand name (Srivastava and Shocker, 1991).

According to the marketing literature it has

Whereas Mirriam-webster defines advertising as a way to create something that is identified for someone. While media manager thinks of advertising as the degree to which a brand or its offering can be recognized by the customers and segment market. Communications can have huge impact on brand equity. Brand equity is determined by the knowledge of a brand that is created in the minds of the customers. Keller described that brand equity knowledge is not only the information about a brand but includes views, feelings, understanding, image and involvement that are connected to the brand. Brand awareness and brand association are the two very important elements of brand

But only a few of them touch the minds of the consumer. Advertising plays a vital role for recognition and recall of a brand through different media. Advertising and sales promotion are not new concepts, they have been around for centuries from the time of ancient roman. Romans are the ones who actually created the concept of advertising for their use in tracing belongings and services. Advertising is known as a tool or type of marketing communications that is used to inspire and encourage the audience to take a reaction and response later. It is one of the most basic tools used by companies and organizations to improve, maximize and augment their client spread and target audience, which in turn would give them higher rate of returns and earnings in the long run. It has been stated that in the year 2016 end, the international investment on marketing were about $550 Billion USD and was estimated to pass by $725 USD in about 4 years. Moreover, these two factors account for approximately 1.5% of the UK's gross domestic product. This indicates the significant part advertising has in making up a brand. Advertising plays an imperative role in creating a promising brand image. It has been demonstrated that, advertising can affect Brand Equity through brand associations. Brand Equity creates value for the consumer as well as for the