Impact of brand elements on brand equity: An applied study on Jordanian Corporations

Abstract

This study investigated the impact of brand elements on creating brand equity of Jordanian corporations. Despite the significant development in branding globally and its role in increasing the equity of the companies, a quick preview of previous research indicates that there are still some gaps in research related to brand elements and its impact on creating brand equity and branding in general and especially in the Jordanian context. The main aim of the research was to answer a number of questions: Is there an impact of brand elements: Brand names, URL's, Logos & Symbols, Characters, Slogans, Jingles and Signage & Packaging on brand equity? If so, which elements have the major impact on brand equity? A quantitative approach was adopted in this research. A questionnaire was developed and administered for collecting data from the sample. 160 questionnaires were distributed using cluster sampling method to the marketing officers of the corporations that appeared in the sample, (138) retrieved and (131) were accepted for analysis. Data analysis took place to examine the study variables and test hypothesis using the Statistical Package of Social Science (SPSS). After conducting the analysis of study data and hypotheses, the study found that Jordanian corporations most frequently used brand elements are name, logo, symbol, packaging or signage and that these have positive impact on creating and sustaining brand equity. Based on the findings it is recommended that Jordanian Corporations pay more attention to branding and brand elements due to the positive influence that they have on brand equity.