MEASURING THE BRAND EQUITY OF PRIVATE RESIDENTIAL DEVELOPERS AND INVESTIGATING ITS IMPACT ON MARKET PERFORMANCE

Abstract

The concept of brand equity is increasing in importance as seen from much recent research. It is believed that the need to understand and leverage the brand's equity for property developers will become more important in the private residential market. This study developed a brand equity construct through an extensive literature review. After which, a test was carried out among three developers to determine if differences in brand equity existed between high and low performing developers. The study aims to test the hypothesis that a developer's brand equity has a positive influence on its market performance. Results of this study showed that brand equity differed significantly between the high and low performing developers. This implied that developers' brand equity is likely to have a positive influence on their market performance and thus supports the author's earlier postulation.