*Research Scholar, Gujarat University
**Assistant Professor, Faculty of Management, Marwadi Education Foundation, Rajkot
***PH.D. Supervisor/Guide, Gujarat University
****Associate Professor-MBA, SJPI-NICM, Gandhinagar, Gujarat
The value premium that a company realizes because its brand elements have more brand identification as a result of the marketing efforts made, compared to its generic equivalent is known as brand equity. The concept of brand equity emerged in the early 1980s. Many researches have been undertaken on brand equity however, there was no common view pertaining to the content and measurement of brand equity. The paper aims to identify the different brand equity dimensions explored by researchers in past. Besides that for different products, services and industries these dimensions may be having different value and importance. This study is an attempt made to draw together strands from various literature and empirical studies made within the area in past and identify that for which kind of product, service and industry which dimensions is more important.
Findings: Through the literature for few products, services and industries important dimensions required to build brand equity was found. But ‘Brand Loyalty’ came as a common dimension influencing brand equity. Hence a conceptual model was developed which outlines that what needs to be done by marketers for ‘Creating brand loyalty customers‘
Brand Equity Dimensions, Brand Loyalty, Industries, Products, Services
