Brand: Managing and Developing Equity

Abstract:     
The paper aims at developing insight about whether consumer promotion schemes are helpful in building brand equity or not. Besides advertising, there are other consumer promotional schemes that help companies to develop brand equity and help in building consumer loyalty and avoids consumer switching from one brand to other. There are numbers of consumer promotional schemes that companies use like free gifts, buy one get one free, coupons, lotteries etc. Consumer promotions play a key role in the life cycle of a brand. The role varies according to the stage in the life cycle, market situation and competitive scenario. Promotions can have a significant impact on penetration build for new brands and for stimulating growth in existing brands provided they are anchored on a well defined activation platform that builds brand equity. In this paper, we have analyzed companies that have used various promotional schemes and also whether all these promotional schemes were successful or a failure and reason behind that. The data collected for the research is basically secondary data gathered from websites, books and journals on marketing.

Working Paper Series