Paper Title
Measuring Brand Equity of Consumer Durables Through Customer Based Brand Equity Model

A high brand equity level is recognized as a key attribute that affects higher consumer preferences and purchase intentions. This research intends to determine the factors to improve actual and perceived quality of the brands studied, to understand how marketing strategy communicate the brand's relevancy to people's needs and to compare the brand equity with competitors. Customer Based Brand Equity Model (CBBE Model) is an accepted brand building methodology which helps to know what brand equity is, and how it can be made, measured and managed. The CBBE Model emphasise on Brand building by considering the Brand Salience, Performance, Imagery, Judgments, Feelings and Resonance of customers towards the brand or product. The purpose of this paper is to measure consumer-based brand equity in consumer durables and to identify the strategy drivers associated with levels of brand equity for the selected brands in the market. The increasing need for a range of consumer durable goods in India has invoked high competition among different consumer durable brands. Consumer durable goods include White Goods, Brown Goods and Consumer Electronics. The research is oriented towards four Indian and international mobile brands. The brands selected are Nokia, Samsung, Micromax and Karbonn. The CBBE model for the four brands are drafted and these models are used to construct a Reverse Model which gives the status of the five brands of mobiles based on the same information used for building the CBBE models. This study has brought out the various factors that affect brand equity of this class of Consumer Durables and emphasize on development of effective marketing strategies. Keywords— Brand Building, Customer Based Brand Equity Model, Brand Equity, Reverse CBBE Model, Consumer Durables.