Role of Brand Equity in Wealth Maximization of Oil and Gas Companies in Islamabad and Rawalpindi

Abstract

This study is the combination of quantitative and qualitative research conducted on Oil and Gas companies in Islamabad and Rawalpindi. This study revolves around three components of brand equity; brand awareness, brand extension and brand association. These three elements take part in building brand equity which will further enhance the shareholder’s wealth. The objective of the study is to make a bridge between brand equity and wealth maximization using three parameters.

The organizations selected are examined in terms of their brand awareness, brand association and brand equity in the consumer market through a set of closed questions containing the sample of 100 respondents. Organizations are also involved by carrying out in-depth interviews from the middle level managers. These managers were asked about their opinion about brand awareness, brand extension and brand association. Their opinion about brand extension and change in share prices were also discussed which helps this study in fulfilling the research objectives and answering the research questions.

Findings: The findings of this study are that consumers prefer those products which are strongly built in their minds. They are more intended to buy that company’s product for which their level of involvement is high. Organizations are not much aware of brand extension’s effect on share prices. They use brand awareness, brand extension and brand association strategies for increasing their market share, meeting the consumer’s need and setting strong position against competition.