Research Article Open Access

Success in Business-A Brand Equity Perspective

Sheng Chung Lo1
  • 1 Department of Travel Management, Tourism Hospitality School, Hsing Wu Institute of Technology, Taiwan

Abstract

Problem statement: The study has been mainly attempted to find out the impact of the brand equity in overall success of the firm. The research has primarily been created to present a study on the significance of brand equity and its relevance in affecting the financial performance of the organization. Approach: The study has been conducted on the basis of secondary resources. The researches of different authors and theorists on the subject of brand equity and its relevance in affecting the financial performance of the organization have been consulted and analysed to present a research study through this report. Results: The study studies the various research activity carried out on brand equity and its link with the financial performance of the organization. It has been accepted that branding has significant contribution to increase the profitability and the shareholders value which directly leads to the success of the business. Conclusion: The study has provided with a detailed understanding of brand equity. It also represents an original piece of work based on the studies and researches conducted by different researchers made earlier and the information gathered have been analysed to reach to a conclusion as well as open opportunities for further studies and researches.

American Journal of Applied Sciences
Volume 9 No. 3, 2012, 388-391

DOI: https://doi.org/10.3844/ajassp.2012.388.391

Submitted On: 26 November 2011 Published On: 27 January 2012

How to Cite: Lo, S. C. (2012). Success in Business-A Brand Equity Perspective. American Journal of Applied Sciences, 9(3), 388-391. https://doi.org/10.3844/ajassp.2012.388.391

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Keywords

  • Brand equity
  • business performance
  • marketing strategies