Critical issues in Brand Management with special reference to Toilet soap

  • T. Karthikeyan Assistant Professor, Department of Business Administration, Annamalai University
Keywords: Brand Management, Toilet soap


Brand is an extrinsic cue of a product and stands for its meaning like quality,  technology etc.  From consumers’ point of view brand is value addition.  But, for an organization, brand building is an asset creation.  The critical management factors such as Brand heuristics, Brand knowledge, Secondary brand knowledge, Brand trust, Brand loyalty, Brand association, Brand extension, Brand delight and Brand equity were studied with respect to toilet soap.  The respondents differed with respect to the brand variables such as brand heuristics, brand trust, brand equity and brand delight.