Bricks in the Wall; Determining brand equity and its essentials in educational sector

  • Syeda Quratulain Kazmi Pakistan Air Force Karachi Institute of Economics and Technology

Abstract

Educational sector all over the world is marketized in current era. These days the concept of brand equity is emerging with the actual provision of education in developing and developed countries. Brand equity is a concept which reflects endowed value of a product/service in the mind of the customer. While taking on account the concept of brand equity the measurement of brand equity is divided into two big dimensions, financial aspect, and marketing aspect. This paper is considering the marketing aspect of brand equity. While understanding the roots of band equity it has a strong linkage with brand knowledge and brand recall. Hence brand knowledge constitutes on brand awareness whereas brand image is depending upon brand recall and brand loyalty. The purpose of this study to find out the essential factors of developing brand equityin education sector of Karachi, Pakistan. In this research study brand loyalty, brand image location of the university, and awareness of the brands are considering factors which impact brand equity of higher education institute.

Author Biography

Syeda Quratulain Kazmi, Pakistan Air Force Karachi Institute of Economics and Technology

Assistant Professor

Published
2017-05-09
How to Cite
KAZMI, Syeda Quratulain. Bricks in the Wall; Determining brand equity and its essentials in educational sector. RADS Journal of Social Sciencess & Business Management, [S.l.], v. 4, n. 1, p. 64-78, may 2017. ISSN 2311-5963. Available at: <http://jssbm.juw.edu.pk/index.php/jssbm/article/view/30>. Date accessed: 17 dec. 2017.