Managing brand equity: a look at the impact of attributes

Brand equity continues to be one of the critical areas for marketing management. This study explores some of the consequences attributes may have on brand equity such as the bias on consumer preference. For comparative purposes, a longitudinal study is conducted on the high involvement soft drink category using the top nine national soft drinks brands. In addition to brand equity and the top attributes being measured, overall preferences and the impact of other variables were included. Attributes are examined from a tangible and intangible perspective and both are found to be important contributors to brand equity and brand choice.