Abstract: This paper aims to explore the value of brand, brand equity, brand personality and brand image. In today’s scenario it is extremely important for any company to build its brand value through proper Marketing, Advertising and Sales Promotion. Today’s markets are governed by principles of Marketing, customer is the king and selling as a concept has lost its value. The case in point is Maggi Noodles by Nestle. This paper aims to explore the different concepts of making product tick for the customer. One of the major concepts driving the markets today is Innovation and Innovention. Besides, this customer service has become all the more important. This paper aims to study various case studies, to explore the importance of Marketing in today’s world. Its no longer sufficient to just sell the product. It is extremely important to conduct Market Research and Focus Group discussion to find out the need for the product. Branding in itself is not an end, there is need to ensure proper quality of the product and educate the customer about the product. Proper Segmentation, Targeting and Positioning was never as important as today.
Keywords: Branding, brand equity, brand personality, brand image, Advertising and Sales Promotion.
Title: Importance of Brand Equity
Author: Nishi Malhotra, Priya Malhotra
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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