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  The IUP Journal of   Brand Management :
Brand Equity of Kashmiri Saffron: An Empirical Study
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Saffron is an autumn-flowering high value, low volume aromatic and medicinal plant. The study attempts to explore aspects related to the brand equity of Kashmiri saffron. The main factors which account for the decline of saffron in Kashmir include improper marketing facilities and inefficiency of the government to keep a check on adulteration. This study helps in developing a strong brand for Kashmiri saffron, which can carve out a way to regulate the saffron market and counter the adulteration problem. The study defines Kashmiri saffron as a brand with respect to its Country-of-Origin (COO), while using Aakerís (1991) brand equity concept for its brand equity measurement. The research is empirical in nature, with data collected from different cities of India. The study uses correlation and regression techniques to arrive at a solution and concludes that for an agricultural product like saffron, not all brand equity dimensions (given by Aakerís (1991) conceptualization) are responsible for higher brand equity. It also reflects upon the directions for future research.

 
 
 

Marketing strategy sets out the plan for targeting and positioning of a brand, where it uses brand as a tool to deliver on the promises of quality and consistency over time. The basic function of marketing is to build the perception of brand in the minds of consumers so as to help the overall positioning of company/organization/product in the market. Brands reside within the hearts and minds of customers and depend on their experience and perception. In the consumerís market, brands form the primary form of differentiation among competitorsí offerings, and as such they can be vital to the success of companies. Brands do promise a particular quality, decrease risk and develop a sense of trust. Brands also play a vital role in determining the potency of marketing efforts such as public relations and sales management. It is therefore important that brand management is approached in a strategic manner.

 
 
 

Brand Management Journal