The brand equity approach to marketing of Malaysian palm products

Abstract

Commodity business needs to tap onto the benefits of using branding as a driver to differentiate its business and survive in the B2B sector, allowing firms to gain substantial competitive advantage. The palm oil industry exporters need to begin the process by identifying and managing, in a more systematic and structured way, the associations that contribute to brand equity, which are critical to enhancing brand value. This study will approach to measure brand equity, using a model to help evaluate core elements required for firms to strategize their brand management strategies.