| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 7 |
NO. 1 |
PAPER 3 |
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MEASUREMENT OF BRAND EQUITY - AN EMPIRICAL EVIDENCE OF INDIAN CAR INDUSTRY |
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| P. Natarajan* and U. Thiripurasundari** |
| * Professor of Commerce, School of Management, Pondicherry University,Puduchery, India |
| ** Doctoral Scholar of Commerce, School of Management, Pondicherry University, Puduchery, India |
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| 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. A brand is an index of how strong and successful a firm is. 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 |
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