A Study of Promotion Strategy and Creating Consumer-Based Brand Equity; Measurement and Opportunities

The brand embodied a set of values and attributes which were appropriate, which stimulated consumer interest, which distinguished brand from others and created a unique piece of property for its owners. A brand represents the awareness and the image that a product has managed with a segment of customers.Company's is trying to influence consumers into buying their product instead of their competitors' products. To do so, they need to differentiate themselves through branding is very vital. In business terms, a brand as a specific relationship created within a given market for the promotion of a particular product.Brands communicate tangible and intangible advantages and are attractive to a range of feeling. Brand equity is one of the significant concepts in brand management, as well as in business practice. Developing and properly managing brand equity has been emphasized as an important issue for most firms. Today, competition market is fierily and fragmented due to numerous brands vying for consumer attention. This paper is using understand and comprehend the effects promotional activities and dimensions brand equity on consumer based brand equity creating in market. The main method adopted in this study was quantitative and objective. Dimensions of brand equity (brand awareness, brand association, perceived quality and brand loyalty) have significant effects on brand equity and brand image has positive influence on brand equity dimensions. Brand equity shapes the value, at a certain time, of brand identity (awareness and image) that has been established with a specific demand.