Role of brand equity in building a strong brand: a study of cellular phone industry in India

This research study analyses the key components of brand equity for selected cellular phone companies in India. Various components of brand equity regarding three selected brands were analysed based on Aaker's conceptual model of brand equity. Brand association, brand extension and brand personality were also analysed. The present study used a sample of students from a university in India. Factor analysis was applied and five factors namely satisfaction and leadership, usefulness, brand loyalty, customer value and brand image emerged from the analysis of various components of brand equity. The present study contributes to the understanding of customer-based brand equity approach.