THE IMPACT OF BRAND EQUITY ON BRAND PREFERENCE

An organization’s brand image can be as important as the goods or services it produces. A strong brand image is a powerful asset. A recognized and trusted brand identity makes people confident that the organization is dependable. Developing a corporate brand is important because a positive brand image will give consumers and other interested stakeholders confidence in the full range of products and activities associated with a particular company. This study envisages the relation between Brand Equity and Brand Preference.