In today's competitive business world brand has become a valuable asset to companies and it has become inevitable to learn and understand how to build a brand, measure and manage brand equity. The study focuses on the dimensions of consumer-based equity with special reference to the automobile...

In today's competitive business world brand has become a valuable assets to companies and it has become inevitable to learn and understand how to build a brand, measure and manage brand equity. The study focuses on the dimensions of consumer-based equity with special reference to automobile industry