"BRAND EQUITY OF INDIAN AUTOMOBILE SECTOR" (WITH SPECIAL REFERENCE TO MYSURU CITY ONLY)

Brands are now seen as "cultural accessories and personal beliefs," and they are becoming a more significant part of both the economy and culture. The process of developing a brand is a value-adding strategy that promotes the image of the good, the firm, and the nation as a whole. The study's goal is to outline the brand equity measurement technique that may be used in the auto sector. The study's findings indicate that both consumer preferences and the state of the industry as a whole have changed and improved over the past several years. To achieve a consistent perception of the company and for customers to see the value, the brand equity components must act consistently.