Sales promotion and brand equity (Redefining the Relationship)

Sales promotions has developed as a widely used promotional tool and one of the preferred methods of marketing communication. The Research has traditionally postulated that sales promotions erode brand equity. However, in current management practices, one may observe that companies design promotional programmes to differentiate and modernise their brand image and build brand awareness. This deviation of academic view from the current practice in the industry about the sales promotion must inevitably lead to a rethink about the role and contributions of sales promotions especially in context of building brand equity. The present study is aimed at redefining the relationship and impact of sales promotion on brand equity. A comprehensive review of literature on sales promotion and its effect on sales promotion has been undertaken to conclude the observations.