Abstract

In the marketing landscape today, examining the variation of a brand's equity across various segments is critical.
It depends on the factors, like awareness, loyalty, and perceived quality, that affect how a brand's value changes depending on the kind of products it is used with. This assists businesses in understanding the unique challenges and opportunities of building solid brands across different types of products, offering valuable insights for effective brand management and marketing strategies.

Mr. Praveen Tripathi boasts a distinguished career spanning market research, advertising, and media planning. As the past president of the Market Research Society of India, he presented influential papers at esteemed conferences. Mr. Praveen's leadership at Starcom India secured significant accounts, including P&G. He also managed media budgets and led a team in North Asia at Hansa Consulting. At Pidilite Industries, he oversaw various divisions, from media to marketing. Praveen has also contributed to academia by teaching at prestigious institutions like IIM Ahmedabad, ISB Hyderabad, and MICA and actively participating in advisory and committee roles.