Background: In the face of toughening competition, diminishing profitability and increasing shareholder demands, growth is often seen as a necessary means for an organisation if it wishes to survive. In order to do so, the company is often forced to seek out
Title: A Study To Indicate The Importance Of Consumer Based-Brand Equity On Consumer Perception Of Brand Strong brand equity has become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand
The majority of products that are launched today are extensions of a brand. These extensions are often launched as line extensions where the new product is developed within an existing product category. The use of line extensions has affected customer’s evaluations and