The Impact of Brand Elements on Brand Equity of Beverages in Pakistan

Dear Respondant, I am the student of BBA(8th Semester, University of Education). I am writing

research paper on how brand elements affect the brand equity of beverages among people in
Pakistan under the supervision of Sir Usman Akmal. For this purpose your valuable responses
are required. We ensure that your identity will be kept confidential. Thanks for participating in
the research study.

Demographics

Gender: Male ( ) Female ( )

Age: >20-25 ( ) 26-30 ( ) 31-35 ( )
Semester:____________
Program: B.Ed/B.S ( ) M.A/M.Sc ( ) M.Phil ( ) PhD ( )

Brand Name:

1. I pay attention to brand name

1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

2. Brand name should be easy and short, to remember

1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

3. Brand name convey message on its intriguing position and believable promise to grab consumer’s
attention
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

4. Brand name is more than a word to its target audience

1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

Logo&Symbol:

5. I like my favorite brand because its logo represent status

1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

6. Children who cannot yet read still recognize product with the help of logo & symbol
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree
 7. Logo formats do you believe best represent your brand
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

8. Symbols have become driving forces of evolution for brands

1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

Slogan:

9. Slogan have positive impact in consumer purchase decision

1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

10. I like my favorite brand because it is involved in social activities

1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

11. Slogans must be long enough to say something meaningful, but short enough to be memorable
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

12. Children who cannot yet read still recognize product through slogans
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

Packaging:

13. The new packaging of any brand attract consumer

1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

14. The traditional role of the package has been to protect, contain and deliver the product to the retail shelf
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

15. Appearance of a package can reinforce valuable brand association and can become an important means
of brand recognition
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree
16. The role of the packaging is to communicate the products emotional and rational functions and benefits
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

Jingle:

17. Jingles are not transferable, but they communicate brand benefits in clever and amusing ways and
enhance brand awareness
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

18. Some jingles are so catchy and memorable that they take a brand to new heights
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

19. Jingles are a form of sound branding what do you think about it
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

20. Some jingles always remain in our mind

1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

BrandEquity:

21. Brand Equity can enhance programmes to attract new customers and recapture old ones
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

22. Brand Equity improved perceptions of product performance and also additional brand extension
opportunities
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

23. Each brand equity creates value in a variety of very different ways
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree

24. Brand elements can have important brand equity benefits for a company
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly Agree
Disagree