Brand equity

Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well-known names.

Brand equity refers to the value of a brand. In the research literature, brand equity has been studied from two different perspectives: cognitive psychology and information economics. According to cognitive psychology, brand equity lies in consumer’s awareness of brand features and associations, which drive attribute perceptions. According to information economics, a strong brand name works as a credible signal of product quality for imperfectly informed buyers and generates price premiums as a form of return to branding investments. It has been empirically demonstrated that brand equity plays an important role in the determination of price structure and, in particular, firms are able to charge price premiums that derive from brand equity after controlling for observed product differentiation.

The Economic Times

The Economic Times is an English-language, Indian daily newspaper published by the Bennett, Coleman & Co. Ltd. first published in 1961. It is the world's second-most widely read English-language business newspaper, after the Wall Street Journal, with a readership of over 800,000. The Economic Times is published simultaneously from 12 cities—Mumbai, Bangalore, Delhi, Chennai, Kolkata, Lucknow, Hyderabad, Jaipur, Ahmedabad, Nagpur, Chandigarh, and Pune.

The Economic Times is headquartered in Mumbai at The Times of India building. Its main content is based on the Indian economy, International finance, share prices, prices of commodities as well as other matters related to finance. The founder- editor of the paper when it was launched in 1961 was P.S. Hariharan. The current Editor of The Economic Times is Bodhisattva Ganguly.

Like the London-based Financial Times, The Economic Times is printed on salmon pink paper. It is sold in all major cities in India. In June 2009, it also launched a television channel called ET Now.