Abstract
Brand knowledge exists in consumer minds in the form of brand
awareness and brand image. High level of brand awareness and positive
brand image has the increased probability of a particular brand choice.
This study was an attempt to measure the brand equity of two famous
shampoo brands namely Head & Shoulder and Pantene by applying the
conceptual framework of brand knowledge structure stated by Keller.
Various statistical tools like Mean analysis and t-test were used to
determine the brand equity of both the shampoo brands. Results indicate
that Pantene has slightly higher brand equity than Head & Shoulder.
Moreover, Current users have more favorable image and awareness
level about both the shampoo brands compared with the non-current
users.
Wisal Ahmed, Usman Ghani, Muhammad Imran. (2006) Comparative Study of Brand Equity - A Kevin Lan Keller Approach of Brand Knowledge Structure, The Journal of Humanities & Social Sciences, Volume-14, Issue-2.
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