000			01006npc a2200181Ia 4500
008			140613s2013 xx 000 0 und d
060			_a658.827
100			_aMOHAN, BIJUNA C
245			_aBrand equity and business performance _bTowards a conceptual framework
260			_c2013
300			_a5-10
520			_aA brand is considered to be one of the most important intangible assets of any business. Companies spend a considerable amount of their revenue and time on brand building activities. In this scenatiro, there arose a need for the justification of brand building activities. This study examines the relationship between brand equity and business performance in the fast moving consumer goods (FMCG) industry. By understanding the dimensions of brand equity, the study focuses on the important contributors to brand equity.
653			_aBRANDING
653			_aMARKETING
700			_aSEQUEIRA, A H
773			_oP14738 _nM _932634 _011203 _tINDIAN JOURNAL OF MARKETING
942			_2ddc _cARTCL
999			_c11648 _d11648