Main Article Content
The consumer-oriented brand performance models employ measures related to consumer attitude and consumer opinion, and the financially-oriented approaches use tangible assets, past revenues and future earnings, which usually suffer from a significant margin of error. When brand managers compare the performance of their own brands with the performance of their competitors’ brands, they have to estimate the competitors’ financial performance values, and the estimation is not always reliable. The objective of this study is to evaluate the measures
for comparing the brand performance of brands of mutual funds and try to check the same measures on the brand performance of selected mutual funds. Focus of the study will be on two basic components i.e. brand equity and brand loyalty. The study has considered both the primary and secondary data for the functional proceeding of the study i.e. primary data to get the feel of present scenario and secondary data to check on the previous models on brand performance.
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