THE IMPACT OF BRAND EQUITY ON BRAND PREFERENCE - RAJU, SARIN;M R, AKHIL
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An organization's brand image can be as important as the goods or services it produces. A strong brand image is a powerful asset. A recognized and trusted brand identity makes people confident that the organization is dependable. Developing a corporate brand is important because a positive brand image will give consumers, and other interested stakeholders, confidence in the full range of products and activities associated with a particular company. This study envisages the relation between Brand Equity and Brand Preference.

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Produktbeschreibung
An organization's brand image can be as important as the goods or services it produces. A strong brand image is a powerful asset. A recognized and trusted brand identity makes people confident that the organization is dependable. Developing a corporate brand is important because a positive brand image will give consumers, and other interested stakeholders, confidence in the full range of products and activities associated with a particular company. This study envisages the relation between Brand Equity and Brand Preference.
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Autorenporträt
Sarin Raju es un ingeniero convertido en analista de operaciones que trabaja como profesor adjunto en la Escuela de Administración LEAD, Kerala, India, desde hace 4 años. Akhil M R es un becario de gestión que se especializa actualmente como entrenador independiente de Out Bound. Él ha tomado MDP para muchas compañías alrededor del mundo.