A Study of Brand Equity Factors Affecting Shareholders’ Value

This study examines the factors affecting brand equity, analyzes their influence on shareholders' value and explores the main issues associated with them. We have adopted the four asset Model developed by Aaker in 1991, for identifying the relationship among different drivers of brand equity and shareholders' value. The model helps to understand the factors of brand equity in a specific product category and their impact on the market share and profit margin of the concerned firm. A model is proposed that focuses on the relationship between the factors of brand equity and shareholders' value.