Paper Details

Name: Nidhi Sabharwal, Harsandaldeep Kaur
Country: India

Year: 2023
Volume: Volume-10, Issue-1 (January-June)
Page Number: 48-59

Brand equity has been recognized as the important intangible asset in marketing since three decades. It is considered important as it helps in getting competitive advantage through successful brands. Due to the rapid changes in the global market and the increased competition experienced between firms Brand Management has become very important area of concern for marketing managers. Brand knowledge is an influencing factor to create identity to a brand among the customers. Brand knowledge comprises of brand awareness and brand image. Brand awareness comprises of brand recognition and brand recall. Brand image is the perception of consumer's knowledge; symbolic and experiential benefits and brand attitudes. Due to the better standards of living and higher life expectations, cosmetics are being used more now days. The cosmetic industry has become more intense in today‟s world due to increased competition in the national as well as international market. Indian cosmetic market is growing at a rapid speed where lots of national and international brands of cosmetics are available to the customers. The present paper aims to determine various concepts like brand awareness, brand association, brand loyalty and brand equity. This paper also tries to find the association between demographic characteristics such as age, income, marital status and occupation on how often do females shop for the cosmetic products. KEYWORDS: Brand Equity, Brand Awareness, Brand Loyalty, Brand Association, Cosmetics