The Effect of Brand Image and Brand Personality on Brand Equity: A study on Denizen by Levi’s in Pakistan

Abstract

Firms are using different strategies to sustain and to grow in market; one of the strategies that are commonly used by the firms is the brand extension strategy. The process of building brand image on the basis of consumer perceptions and associations is a very detailed and planned process discussed in various literature reviews. Although it sounds very easy as to build-up an association within the brand, but if we analyze we come to know that actually it is a detailed process that takes lots of time and efforts. As our focus is towards brand image and brand personality so it can be defined in detail as impression of the company in the minds of the community outside its boundaries including views of the customers, the shareholders, the media, and the general public and so on. A strong Brand Image and name will help to project future growth ratio of the business in order to create a strong, successful impression in the market. A new name, a new logo, a new image might attract some attention of the people initially. Several brands that are working in the market have influence of globalization and continuous efforts from media and advertising; have become popular not only in their country of origin, but also in other potential markets. Having a strong and significant brand image could help establish an identity in marketplace with an increase in profit margins, and provides an opportunity to a brand to focus on extensions. Findings of the research shows that the customers of Denizen in Islamabad/Rawalpindi seriously consider the Brand Image and Brand Personality while buying the fashion apparel. Therefore, Brand Managers of different apparel brands must understand and focus on building a strong Brand Image and Brand Personality in order to attract more customers and build a strong Brand Equity for their brand in the long run