Measurement of Brand Equity -An empirical evidence of Indian Car Industry

In the dynamic scenario of competitive market and with the increasing concern for quality, brand and brand management have become a core element of the corporate policy. Brand is a distinguishing name and a symbol, logo, trademark, package, and design intended to identify the goods or services of either one seller or a group of sellers and to differentiate these goods and services from those of competitors. Brand Loyalty is the psychic allegiance to the combination of attributes of a branded product focusing on the valuation of a brand. A brand is an index of how strong and successful a firm is. Hence Brand Valuation has become important in the current business environment. This paper vividly describes the Interbrand Method of Brand Valuation and evaluates the Brand Equity of selected car manufacturing units. The analytical result reveals that Maruti has scored the maximum brand equity, followed by Hyundai and Tata.