A study on impact of Brand Elements on Brand Equity with special reference to 'Sony Corporation'

The aim of the study was to understand the effect of brand elements on brand equity creation. Band equity consists mainly of all different product or service aspects that distinguish a company or brand from its competitors. This research mainly focuses on the effect of brand elements of the' Sony' brand on the development of a brand equity. Branding has improved the insight into the factors that help to build brand equity and help organizations or brands to achieve strategic rewards. Brand equity was often referred to by its name as an increase in the brand value. Researchers have argued for a long time that the ultimate criterion for success in brand management is to understand the contribution of brand equity to long - term sales and long - term profits. Brand equity is the value the brand holds in consumer’s minds, which ultimately leads to brand loyalty. The dimensions of brand equity that has been used in the study are brand salience, brand resonance, brand imagery, brand feeling, brand performance and brand judgement which influences in opting for brand ‘Sony’. There are different elements that constitute the brand namely, brand name, logo, colour and typography, slogan/jingle, tagline, packaging, symbol and signage etc. The study emphasizes on the importance of brand elements in building strong brand for creating brand equity. The main purpose of this research is to reveal the most important determinants of consumer brand equity (CBBE) in order to provide managers with useful insights into some of the most important elements that they should consider in order to increase their brand equity. The findings were summarized based on the study. The brand elements, i.e. brand name, logo, tagline and packaging, were found to have a positive impact on brand equity factors namely brand salience, brand resonance, brand imagery, brand judgment, brand performance and brand feelings.