Abstract
Traditionally branding was seen as a mark of identification whereas now branding focuses on creating loyalty to the brand and helps in building long-lasting relationships with the customers. This empirical study highlights the impact of brand equity on television. Indian television market has numerous brands and the customers have the freedom to choose their brand according to their preferences and taste. Different brands provide different services, different outlooks and different prices. The customers have wide choice. The sample size of 120 who used television was analysed in order to determine the impact of brand equity. One sample t-test, bi-variate correlation and regression analysis was the tools used in the study. Findings in the study showed that relationship between brand equity and customer satisfaction was positive.
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