1Rudresh S, Assistant Professor, Department of Management, St. Claret College (Autonomous), Bengaluru, Karnataka, India.
2Manu Vasudevan Unni, Assistant Professor, Department of Management, St. Claret College (Autonomous), Bengaluru, Karnataka, India.
*Corresponding Author Manu Vasudevan Unni, Assistant Professor, Department of Management, St. Claret College (Autonomous), Bengaluru, Karnataka, India. Email: manu@claretcollege.edu.in
Firms in the Indian fast-moving consumer goods (FMCG) sector face a considerable challenge in quantifying brand equity. In this study, we analyse how the value of a company’s brand affects the operational performance of enterprises operating in the Indian fast-moving consumer goods industry. This particular research study technique that takes both a descriptive and an exploratory one. The findings suggest that there is some sort of link. between the value of the brand and the operational performance of the company. The consequences that this will have in the findings indicate that good management of brand equity is essential for enhancing a company’s operational success.
Brand, Brand Equity, Purchase Intention, Brand Preference, Brand Loyalty, Brand Association
