Title: Brand equity measurement in India – how to be more realistic?

Authors: R.K. Srivastava

Addresses: Somaiya Institute of Management Studies and Research (SIMSR), University of Bombay, Vidyanagar, Vidyavihar, Mumbai 400077, India

Abstract: The aim of the study is to describe present state of brand valuation and assess their effectiveness. Inter-brand and RKS model were used and compared with respect to actual purchase. Two brands were further studied for their impact on profile before tax during the period 2003-2006 (before and after purchase). There is a need to have simple method of calculating brand equity which not only helps in brand purchase, but also sharpens our strategies decision in brand building. Nine brands studied through Inter brand and RKS model suggest that brand valuation can give an insight to purchase. Contribution of our research may lead to improve reliability and improvement in validity of measurement of brand equity. None of the model could tally with the actual purchase value. There was 20% variation with respect to both the models. Four brands were nearer to actual purchase value in Inter-brand segment compared to three with RKS segment. This article contributes to brand equity literature as it address the suitability of brand equity measurement by using comparative models.

Keywords: brand equity; inter-brand; RKS model; India; brand valuation; purchase value; brands.

DOI: 10.1504/IJICBM.2009.023550

International Journal of Indian Culture and Business Management, 2009 Vol.2 No.3, pp.295 - 306

Published online: 27 Feb 2009 *

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