Brand equity and brand value of Kalap product center

Mendoza, Cindy Mae Driz and Berania, Ilyn Galicia and Gado, Rizza Mae Sitoy and Vertucio, Mhystika Masuba and Melo, Maria Cristina Flores (2025) Brand equity and brand value of Kalap product center. World Journal of Advanced Research and Reviews, 25 (2). pp. 1235-1245. ISSN 2581-9615

Consumers are more likely to have a positive perception of a company's brand value if it consistently provides high-quality goods or services. Consistent marketing and branding actions are also required to build and sustain brand equity. Favorable experiences increase equity and brand value. Consumers are more likely to choose a brand that they believe is reliable and respected. Competition also have an impact on a brand's equity because customers may have other options. Furthermore, changes in consumer tastes or trends have an impact on a brand's equity since customers may migrate to competing brands or products. This study aims to determine how to use brand equity to produce brand value. The Kalap Center now lacks a strong brand identity, which reduces its perceived brand value among customers. Furthermore, the lack of a firm foundation for promoting its products reduces customer awareness, limiting its ability to widen its reach and attract more clients. This situation has a negative impact on the Center's capacity to support the city's efforts to establish a dynamic Pasalubong Center. The data were acquired via convenience sampling from 88 customers who had made multiple purchases at the facility. The findings suggest that brand managers should encourage comprehensive and appealing brand communication in order to increase brand recognition and connections with brand value, while always aiming to optimize brand equity.