Abstract:
The recent studies reveal the BRAND EQUITY a catchphrase used in the marketing
industry recently which emphasizes on the value of possessing an established brand-name,
based on the idea that the person who owns this established brand name can generate a
higher amount of capital from products, then those products that are sold under lesser
known, less popular brand names, as it is believed by most consumers.
BRAND EQUITY adds additional value which comes with the brand for the product
or services at hand. It is a tried and tested notion, that when a customer believes that a
brand’s perceived quality is higher, factors like BRAND RELIABILITY and trust are
automatically added to the occasion. These two factors are in fact the most enviable
qualities in any relationship, and the primary objective of this study is to examine and
analyze the service industry in the capital city of Islamabad in Pakistan.
Brand Equity indicates the incremental utility or significance added to a product or
service to grant credibility to its brand name.
To date, brand equity has been comprehensively studied and generally accepted as a
precious asset for organizations success and play a vital role in fast progress. Particularly,
this study analyzes the importance in creation of brand equity in the service industry.
