Prevalent advertising media & its role to build brand equity: A review

Abstract

Brand equity building and managing are one of the pivotal subject matter of research for every business organization for a very long time. Various researchers studied and found there are many determinants which help to build or maintain the brand equity one of the determinants is the advertising media. Advertising media is an approach to enhance the sales that are why companies try to do some more attractive, influencing advertising. Result endorses that global market will be cover by digital media even in India the digital media is growing media apart that traditional media especially radio have a positive growth in Indian market. The various literatures endorses that the adverting media play a significant role to build the brand equity. So it is recommended that to maintain or make the strong brand equity marketer should focus on prevalent or growing media.