Shivani Kapoor, N. Meena Rani
In the world of product proliferation, the being called Brand stands out tall and proud; earns money and respect for the marketer, differentiates the firms’ offerings from that of the competitors, helps firms build assets and provides sense of pride and satisfaction to the consumers and can do much more. As the economies are increasingly becoming service driven, what the Brand can do for the stakeholders is pertinent issue to be studied. Where all it comes from? How is it being built and sustained over a period of time? How brand equity has been increasingly becoming relevant in the era of intense competition? These are some of the questions the researchers seek to address in the current conceptual study. We move on from identifying the core factors- Antecedents that contribute to building Brand equity, to exploring the outcomes- consequences of Brand equity with reference to services sector. The review of the literature was carried out according to the systematic review process and is well-known in the field of literature reviews concerning managerial topics. Based on ample review of relevant literature published over last three decades, a conceptual model is being built, which needs to be empirically tested to validate.