MARKET SNAP SHOT: A SURVEY FOR MEASURING BRAND IMAGE (LOCALLY ASSEMBLED MOTOR CYCLE)

Abstract

Previous issues contained the brand equity based on Keller’s model of brand equity. From this and subsequent issues, we will present brand image based on Yound & Rubicam model. The determinants of Keller’s model as illustrated in previous issues were Awareness, Usage, Judgment, Performance and Imagery. Comparatively, the determinants of Young & Rubicam model of brand image are different. They are. Brand Differentiation. Brand Relevance. Brand Esteem. Brand Knowledge.Brand image is defined as the consumer perception of a brand and is measured as the brand associations held in the consumer memory. Determining or evaluating the brand’s image needs to take into consideration the customer’s levels of involvement with the category.