Customer Perception as an Indicator of Brand Equity and Awareness

Topic 

Customer Perception as an Indicator of Brand Equity and Awareness

Instructions 

Write a literature review on Customer Perception as an Indicator of Brand Equity and Awareness

Answer Preview 

Studies on brand management have created a great deal of attention among contemporary academics and practitioners (Shao and Bao, 2007; Keller, Parameswaran, and Jacob, 2011; Westberg and Pope, 2014).  In order to establish the nature of the relationship between brands and customers, the term brand equity emerged in the case of marketing. In its simplest term, brand equity creates added value to help the companies create strong brand capabilities (Keller, Parameswaran, and Jacob, 2011). In the last few decades, a breadth of studies has addressed different aspects of brand equity as important influencers of differentiation between companies.  Researchers associated high equity brands with exceptional performance demonstrated by indicators such as high shares of the market, profitability, price leadership, and entry into new markets (Herrmann, Huber, Shao and Bao, 2007; Aaker and Biel, 2013).

Word Count: 4400