www.tjprc.org editor@tjprc.org BRAND EQUITY OF AMUL IN SIVAKASI T. DHANALAKSHMI & K. KOHILA Assistant Professor, Department of Business Administration (SF), Ayya Nadar Janaki Ammal College, Sivakasi, Tamil Nadu, India ABSTRACT Brand equity helps to know the value or the strength of the product among the customers in the market. For that, AMUL product has taken by the researcher. By knowing the strength of the product, the company or retailers can take promotional steps to improve the sales in the market. On the southern side of India, AMUL has not a very big reach in semi-urban and in rural areas. Even though, it is available in Supermarket, the people who are living in this area have the choice to prefer the local brands that available in the market. The researcher has made an attempt to find the brand equity of AMUL and it can be measured in terms of Brand loyalty, Brand Image, Brand Association, Brand Awareness and Perceived Brand Equity. Nearly from 100 respondents, the data has been collected. The respondents have been chosen on the basis of the people who came to the Supermarket, Departmental store and have made the choices of AMUL brand. Therefore, the Random convenient sampling method has been adopted for data collection. The collected data have been analyzed with the help of SPSS package and the tools used in this research are Chi-square Test, Weighted Arithmetic Mean, Frequency and Percentage Analysis. KEYWORDS: Brand Equity, Brand Awareness, Brand Image & Quality Received: May 11, 2018; Accepted: Jun 01, 2018; Published: Jun 18, 2018; Paper Id.: IJBMRJUN20181 INTRODUCTION Brand equity is the result of the customers’ response to their knowledge of a specific brand. Many contend that an organization’s most important asset is its brand equity. This is substantiated by the fact that consumers will pay up to 30% more for a differentiated, quality brand which is a market leader (Blatch, 2002:23). Brand equity is the value of a brand related to the brand’s ability to attract future customers’ reliability (Solomon & Stuart, 1997:348). It generates value to the customer that can emerge as enhanced brand loyalty (Aaker, 1996:173). Brand equity is formally defined as a set of brand assets and liabilities linked to a brand, its name and symbol, which add to or subtract from the value provided by a product or service to an organization and/or to that organization’s customers (Sheth, Mittal & Newman, 1999:708). It is thus the overall strength of a brand in the marketplace and its value to the organization that owns it. The major asset categories of brand equity are brand loyalty, brand awareness, perceived quality and brand associations (Aaker, 1996:8). REVIEW OF LITERATURE The Keller Brand Equity Approach Another psychographic approach is Keller’s technique for determining brand equity. Keller operates on the assumption that customer oriented brand value-which he calls “customer-based brand equity” – is tied to knowledge of the brand and based on comparison with Unbranded product with the same product category. He defined brand value as “the differential effect of brand knowledge of consumer response to the marketing of the brand. Original Article International Journal of Business Management & Research (IJBMR) ISSN (P): 2249-6920; ISSN (E): 2249-8036 Vol. 8, Issue 3, Jun 2018, 1-10 © TJPRC Pvt. Ltd.