—Brands have become increasingly important
components of culture and the economy, now being described as
“cultural accessories and personal philosophies”. Brand
Building process is a value addition technique which projects
the image of the product, the company and the country at large.
To study the problem effectively, car industry is chosen taking
into the account the emergence of many new brands of the car
product in the recent past. The objective of the study is to
describe the measuring Models of Brand Equity applicable to
Car Industry. The results of the study show that brand
preference and brand loyalty plays an important role in
creating brand equity. These components of brand equity must
be coherent in their actions so that consistent image of the firm
is realized and value by customers. This paper gives an
empirical outcome of the determinants of brand Equity with
special reference to Indian Car Industry.
—Brand, Brand Equity, Brand Preference,
Brand Loyalty, Indian Car Industry.
U. Thiripurasundari is in Pondicherry University, Puducherry, India
P. Natarajan is with School of Management, Pondicherry Central
Cite:U. Thiripurasundari and P. Natarajan, "Determinants of Brand Equity in Indian Car Manufacturing Firms," International Journal of Trade, Economics and Finance vol.2, no.4, pp. 346-350, 2011.