Kohat University of Science & Technology
Institute of Management Sciences, Peshawar
Brand knowledge exists in consumer minds in the form of brand awareness and brand image. High level of brand awareness and positive brand image has the increased probability of a particular brand choice. This study was an attempt to measure the brand equity of two famous shampoo brands namely Head & Shoulder and Pantene by applying the conceptual framework of brand knowledge structure stated by Keller. Various statistical tools like Mean analysis and t-test were used to determine the brand equity of both the shampoo brands. Results indicate that Pantene has slightly higher brand equity than Head & Shoulder. Moreover, Current users have more favorable image and awareness level about both the shampoo brands compared with the non-current users.