Brand Equity

Since independence Pakistan has saw a number of universities growing from just two public chartered universities to 58 pubic, 40 private universities and 13 public and 17 degree awarding institutions till now. Because of this phenomenal growth, not only the supply-demand imbalance has occurred but also the highly similar program offerings by these universities and institutions, therefore has resulted in the type of market structure which is purely competitive in the provision of tertiary education programs and services. In light of this dilemma, many prospective students (consumers) of university services are now falling in absolute confusion as in which university they should pursue their interests. This research is therefore conducted to enlighten the local universities that appropriate and targeted advertisement is not helpful in filling staff vacancies and students prospective ratio but also a powerful weapon in creating a strong and lasting brand equity in a highly competitive market atmosphere where the players are neck and neck with each other for a fair share of it for great deal of generic programs/services. This research undertaking would help in showing the importance of advertisement as a strategic instrument in building brand equity for not for profit organizations.

CHAPTER 2: Literature Review

2.1. Advertising

The term advertising can be defined as “the non personal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media” (Arens 2002). The fundamental purpose of advertising is to identify and differentiate one product or service from another in order to persuade potential buyers to purchase that product or service (Hovland and Wilcox 1989).

Advertising effectiveness research is divided into two types. The first type focuses on behavioral responses to advertising. And the other is a marketing manager’s perspective on advertising as a...