Consumer Based Brand Equity – Consumers’ Attitude towards Malted Health Drink Industry in Kerala

In the modern day world, consumerism is dominating all the aspects of our life. The life in the society follows the pattern of the consumerism where the human life is centered on consumption. We do live in a branded world. We all make product decisions every day. Our product decisions are influenced by brand values. Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. In present day, the brand not only represent the symbol of the company or product but to a larger extend define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. Customers are very deeply connected to the brand. In this paper, the adopted model is the brand equity framework developed by David.A.Aaker in 1991, the managerial perspective views brand equity as consisting of five brand assets, including brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets. Aaker’s (1991) conceptualization of brand equity provides a useful platform from which brands can be practically managed.