REVIEW OF LITERATUREReview of literature shows the previous studies carried out by the researcher in this field. Previous studies are reviewed in order to gain insight into extent of research. The research problem can be more understood and made specific referring to theories, reports, records and other information made in similar studies. This will provide the researcher with the knowledge on what lines the study should proceed and serves to narrow the problem. The main objective of the study is to measure Brand Awareness of TNPL products among the people and the reviews are as follows: Brand A traditional definition of a brand was: “the name associated with one or more items in the product line, that is used to identify the source of character of the item(s)” (Kotler, 2000). The American Marketing Association (AMA) definition of a brand is “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors” Brand Equity (Rooney, 1995) defines brand equity as a set of assets and liabilities linked to a brand’s name and symbol that adds to or subtracts from the value provided by a product or service to a customer. However, many factors can be attributed to the value of the brand for example awareness, recall and recognition. Brand equity as a differentiating factor that can influence consumers’ response to brand’s marketing activities. In an attempt to define the relationship between customers and brands, the term brand equity in the marketing literature emerged There have been different perspectives or considering brand equity; the customer-based perspectives, the financial perspectives and combined perspectives. The first perspective of brand equity is from a financial market’s point of view where the asset value of a brand is appraised (Farquhar, 1991). Customer-based brand equity is evaluating the consumer’s response to a brand name (Keller, 1993). While this study focus on the customer based perspectives. A Framework for Measuring Customer-Based Brand Equity Aaker (1991) defines Brand equity as the value that consumers associate with a brand. It is the consumers’ perception of the overall superiority of a product carrying that brand name when compared to other brands. Brand equity refers to consumers’ perception rather than any objective indicators. A conceptual framework for measuring customer-based brand equity is developed by using the conceptualization of Aaker’s five dimensions of brand equity Five Dimensions of Brand Equity: The Proposed Model A FRAMEWORK FOR MEASURING CUSTOMER-BASED BRAND EQUITY . It may be extremely difficult to dislodge a brand that had achieved a dominant awareness level. .” Therefore it is important that a link between product class and brand is implicated because the scope of brand awareness is very wide. It requires that consumers can correctly discriminate the brand as having been previously seen or heard. ranging from an unsure sensation that the brand name is recognised. Name awareness can be a sign of presence. Brand Awareness Aaker (1991) defines brand or name awareness as “the ability of a potential buyer to recognise or recall that a brand is a member of a certain product category. the needs fulfilled by the category or a purchase or usage situation as a cue. Brand awareness is an asset that can be inordinately durable and thus sustainable. Brand awareness is measured according to the different ways in which consumers remember a brand. which may include brand recognition. top of the mind brand and dominant brand. These include the following: Brand awareness renders the brand with a sense of familiarity. to a conviction that it is the only one in the product class. It is a measure of the percentage of the target market that is aware of a brand name. Marketers can create awareness among their target audience through repetitive advertising and publicity. It requires consumers to correctly generate the brand from memory when given a relevant cue. The salience of a brand will decide if it is recalled at a key time in the purchasing process. Brand awareness can provide a host of competitive advantages for the marketer. brand recall. Brand awareness refers to the strength of a brand’s presence in the consumer’s mind. Brand awareness is vitally important for all brands but high brand awareness without an understanding of what sets one apart from the competition does one virtually no good. Brand recall: Brand recall relates to consumers’ aptitude to retrieve the brand from memory given the product category.1. commitment and substance. Brand recognition: It related to consumers’ ability to confirm prior exposure to that brand when given the brand a cue. differentiation and country of origin to a brand. Non-functional attributes include symbolic attributes (Farquhar & Herr 1993) which are the intangible features that meet consumers’ needs for social approval. Social Image . the brand will has low level of brand equity. experiences. recognition can be important. Chen A. Performance is defined as a consumer’s judgment about a brand’s fault-free and long-lasting physical operation and flawlessness in the product’s physical construction. for new or niche brands. Dominant Brand: The ultimate awareness level is brand name dominance. feelings. Product Associations Product associations include functional attribute associations and non-functional associations. Brand knowledge and brand opinion can be used in part to enhance the measurement of brand recall. For wellknown brands recall and top-of-mind are more sensitive and meaningful. Top-of-mind brand: This is the brand name that first comes to mind when a consumer is presented with the name of a product classification. 1989).H (2001) categorized two types of brand associations . a. perceptions.product associations and organizational associations. where in a recall task.C. personal expression or self-esteem Consumers linked social image of a brand. Functional attributes are the tangible features of a product (de Chernatony and McWilliam. 2. While evaluating a brand. Associations represent the basis for purchase decision and for brand loyalty. beliefs. Brand associations consist of all brand-related thoughts. images. According to Aaker (1996). perceived value. most consumers can only provide the name of a single brand. Brand Associations A Brand association is the most accepted aspect of brand equity (Aaker 1992). attitudes (Kotler and Keller 2006) and is anything linked in memory to a brand. If a brand does not perform the functions for which it is designed. consumers link the performance of the functional attributes to the brand (Pitta and Katsanis 1995). trustworthiness. Distinctiveness is defined as the degree to which the consumer perceives that a brand is distinct from its competitors. assessed by the consumer and based on simultaneous considerations of what is received and what is given up to receive it. Consumer choice of a brand depends on a perceived balance between the price of a product and all its utilities (Lassar 1995). A brand can have a price premium if it is perceived as being different from its competitors. Social image is defined as the consumer’s perception of the esteem in which the consumer’s social group holds the brand. as they facilitate the processing and retrieval of information. Country of origin . Other marketing literatures (Ries and Trout 1985) also stress the importance of the distinctive character of brand positioning in contributing to the success of a brand. Trustworthiness Brand equity models (Lassar 1995) regard trustworthiness of a product as an important attribute in assessing the strengths of a brand. Consumers place high value in the brands that they trust. Differentiation/Distinctiveness The Marketing Science Institute (Leuthesser 1988) states that the underlying determinants of consumer-based brand equity are that brands provide benefits to consumers by differentiating products. A consumer is willing to pay premium prices due to the higher brand equity. Also define trustworthiness as the confidence a consumer places in the firm and the firm’s communications and as to whether the firm’s actions would be in the consumer’s interest. calling it social image as social image contributes more to brand equity.Lassar (1995) limit the reference of the image dimension to the social dimension. Perceived Value Value appeared in several brand equity models (Feldwick 1996) define perceived value as the perceived brand utility relative to its costs. It includes the attributions a consumer makes and a consumer thinks that others make to the typical user of the brand. and more to the place where people perceive the brand’s country of origin to be. Also states that less concern should be given to the place where brands manufacture their products. is known to influence consumers’ perceptions. Country of origin is known to lead to associations in the minds of consumers. Brand-as-organization can be particularly helpful when brands are similar with respect to attributes.Thakor and Kohli (1996) argue that brand country of origin must also be considered. The country of origin of a product is an extrinsic cue. when the organization is visible (as in a durable goods or service business). especially corporate brands as the public wants to know what. and programs that lies behind the brand. Therefore. region or country to which the brand is perceived to belong by its customers”. CSR can be defined in terms of legitimate ethics or from an instrumentalist perspective where corporate image is the prime concern. values. country of origin in the proposed framework referred to the brand’s country of origin. which include organization’s activities with respect to its perceived societal obligations According to Aaker (1996). Perceived quality . and how much brands are giving back to society. Organizational Associations Organizational associations include corporate ability associations. or the country where the product is manufactured or assembled. b. or when a corporate brand is involved. Both branding and CSR have become crucially important now that the organizations have recognized how these strategies can add or detract from their value (Blumenthal and Bergstrom 2003). where. consumers consider the organization that is the people. which. similar to brand name. 1985). Country of origin refers to the country of origin of a firm or a product (Johansson et al. 3. He defines brand origin as “the place. which are those associations related to the company’s expertise in producing and delivering its outputs and corporate social responsibility associations. Corporate social responsibility (CSR) must be mentioned as another concept that is influencing the development of brands nowadays. which the consumers recall first. on the other hand. He classified the concept of perceived quality in two groups of factors that are intrinsic attributes and extrinsic attributes. but not in the physical part of this one (e.Perceived quality is the customer’s judgment about a product’s overall excellence or superiority that is different from objective quality (Zeithaml 1988). Cognitive loyalty which means that a brand comes up first in a consumers’ mind. form and appearance). The cognitive loyalty is closely linked to the highest level of awareness (top-of-mind). brand name. extrinsic attributes are related to the product. flavour. but not in the physical part of this one (e. Objective quality refers to the technical. Zeithaml (1988) classify the concept of perceived quality in two groups of factors that are intrinsic attributes and extrinsic attributes. that is the consumers’ first choice. store. It’s difficult to generalize attributes as they are specific to product categories (Olson and Jacoby 1972) 4. price. on the other hand. colour. form and appearance). Thus. Chaudhuri & Holbrook (2001) mention that brand loyalty is directly related to brand price. price. stamp of quality. brand name.g. Identify price premium as the basic indicator of loyalty. Price premium is defined as the amount a customer will pay for the brand in comparison with another brand offering .g. Grembler and Brown (1996) define brand loyalty as the attachment that a customer has to a brand and describe different levels of loyalty. extrinsic attributes are related to the product. where the matter of interest also is the brand. in a given category. The intrinsic attributes are related to the physical aspects of a product (e. Brand Loyalty Loyalty is a core dimension of brand equity. measurable and verifiable nature of products/services. processes and quality controls. colour. flavour.g. a brand should be able to become the respondents’ first choices (cognitive loyalty) and is therefore purchased repeatedly (behavioural loyalty). packaging and production information.g. when the need to make a purchase decision arises. packaging and production information It’s difficult to generalize attributes as they are specific to product categories. store. stamp of quality. Behavioural loyalty is linked to consumer behaviour in the marketplace that can be indicated by number of repeated purchases or commitment to rebuy the brand as a primary choice. The intrinsic attributes are related to the physical aspects of a product (e. similar benefits and it may be high or low and positive or negative depending on the two brands involved in the comparison. California Management Rev. 3. Aaker (1991). and Bergstrom A. D. A. 4. J. 2.” Measuring brand equity across products and markets”. (1992).” Brand councils that care: Towards the convergence of branding and corporate social responsibility”. moods. 38(Spring): 102-120.Piercy (1996) in his study “The effects of customer satisfaction measurement: the internal market versus the external market” Reports some of the findings of a recent study of the internal market effects of customer satisfaction measurement. Customer Satisfaction Peter and Olson (1993) mention that interaction between the people’s emotions. Blumenthal. Brand Management 10 (4/5): 327-341.” Building strong brands”. Nigel F. affection and special feelings is called consumer behaviour.A. and identifies a number of ways in which use of customer satisfaction information have negative effects within the organization. NJ: Lawrence Erlbaum Associates. 38(Spring): 57-62. in other words in environmental events which they exchange ideas and benefits each is called consumer behavior. Aaker. . D. This suggests a management agenda which extends far beyond the acquisition of customer satisfaction data and reporting systems. to consider the full impact of such measurement systems. Aaker D. which may stand in the way of implementation of market strategies of service and quality. REFERENCES 1. California ManagementRev. (1996). Buying behavior reflects who purchase product for personal use and not for business purposes. Hillsdale.” Measuring brand equity across products and markets”. (2003). ” The loyalty ripple effect: appreciating the full value of customers”. (1996). Marketing Science Institute. and Holbrook M. International Journal of Advertising 8: 339-49. and managing customer-based brand equity”. A.A. NJ: Prentice Hall. 12th edition.” Conceptualizing. (1993). Brand Equity & Advertising: Advertising’s Role in Building Strong Brands. (2001).” What is brand equity anyway and how do you measure it”.”The varying nature of brands as asset”. MA 9. Journal of Marketing Research 5(3): 175-187. Herr P. 15. P.M. Upper Saddle River. 38: 85-104. (1989). Chaudhuri. A.. Cambridge. Philip and Keller Kevin L. & McWilliam G. Gremler. and Brown S. Biel.” Assessing the impact of country of origin on product evaluations : a new methodological perspective”. Journal of Marketing 65(April): 81-93. Journal of Marketing 57(1): 1-22.” Using free association to examine the relationship between the characteristics of brand associations and brand equity”. 8. D..”The dual structure of brand associations”.” Recognizing and Measuring Brand Assets”. The Millennium Edition.W.Eds. P.5. Journal of Product & Brand Management 10 (7): 439 – 451 7. L. 13.H. (1993). “Marketing Management”. Farquhar (1991)3. 11. 10. De Chernatony. Kotler.” The chain of effects from brand trust and brand effect to brand performance: The role of brand loyalty”. 263-77.” Marketing Management”. Journal of the Marketing Research Society. 6. International Journal of Service Industry Management 10(3):271-93 12. Farquhar.C. Upper Saddle River. (2001). B. Kotler.H.(2006). Keller KL. measuring. . PrenticeHall. 14. Chen A. In Aaker. Johansson (1985). Philip (2000). Feldwick. (1996). D. ” Branding: a trend for today and tomorrow”.C. A. Vol: 5. Zeithaml. Chicago. and Katsanis (1995). 24. Al and Trout.15. 21. “Consumer behavior”. (1995).107 19. Ed. 20.” Consumer perceptions of price.”The effects of customer satisfaction measurement: the internal market versus the external market”.Association for Consumer Research. Rooney. Pitta. Ries. and value: a means-end model and synthesis of evidence”. pp.P. (1996). and Jacoby. Cambridge. Journal of Marketing 52(3): 2-22. In Venkatesan.C. Journal of product & brand management.” Brand Origin: Conceptualization and Review”.J.(1995). (1972). A. quality. 22. Proceedings of the Third Annual Conference of the Association for Consumer Research. Journal of Marketing Research 31: 149158. 25.Olson. Nigel F.A. 23. MA: Marketing Science Institute. (1993)12.Report #88-104”. IL. V. Peter. 167-79.” Cue utilisation in the quality perception process”. (1985). Olson. Pp. measuring and managing brand equity: A conference summary. J. (1988). Lassar. Journal of Consumer Marketing 13 (3): 27-42. ” Measuring Customer-Based Brand Equity”. VOl:14. and J. . Journal of Consumer Marketing 12(4): 51-64. Journal of Consumer Marketing 12(4): 11-19.16. Piercy (1996). D. W. 18. J. J. Thakor and Kohli Chiranjeev S. 4(4) 48-55.”Challenges and opportunities facing brand management: An introduction to special issue”.Pp. Jack. M.” Defining. Leuthesser (1988). 17.” Understanding brand equity for successful brand extension”.