Brand Success Redefined: An Analysis of the Interrelationships Among Various Brand Dimensions

Abstract

Brands have become a vital part of the marketing strategy of any organization, the future of firms’ lies in branding. Successful brands are like a motivating force containing enough energy to enlighten distant territories holding colossal appeal for consumers. This is a powerful force behind branding. This huge accretion of consumer pulling control works beyond brands conventional borders. Nowadays, the entire progress of branding strategy is altering. Presently, the brand development management is shifting from line branding to enterprise branding. This means that the management requires more thrust within the organization compared to how it has worked earlier. Aaker and Keller (1990) studied the consumer evaluations on brand attitude formation. Several replication studies have been conducted, since which led to the opening of new branding horizons. This study is an endeavor to investigate into the various dimensions leading to a perfect brand success model. Brand awareness, brand attitude, level of quality and satisfaction levels were the variables measured, to name a few. The results showed a strong relationship between awareness and attitude, awareness, brand attitude and usage, quality of the brands and satisfaction from brands. The different interaction effects among the brand attributes will be analyzed in-depth to identify the important variables and build an empirical model leading to ultimate brand success.

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