Measuring Brand Equity in the petroleum Industry: the Case of Total Ethiopia

Brands have become a major player in modern society. In fact they are everywhere. They penetrate all spheres of our life: economic, social, cultural, sporting, even religion. Brands have financial value because they have created assets in the minds and hearts of customers, distributors, prescribers, opinion leaders. Although current research focuses on building and concept of brand equity, so far it does not create the general consensus on the degree of influence that the different brand equity elements have on brand preference. The objective of the study is to examine the determinants of brand equity on the petroleum industry in Ethiopia. A conceptual framework was use to see the relationship between determinants of brand equity (Perceived quality, Brand association, brand loyalty, brand awareness) and brand equity. A quantitative approach is chosen in this research