The first step of the brand equity building process is building the awareness of the brand.
Brand awareness means that the customers are aware of the brand and can associate it with
the specific product. Brand Awareness triggers the Brand Equity building process for the
products. This paper analyses the relationship of brand equity and brand awareness for oral
care products in India. The data from 750 respondents were collected using a structured
questionnaire with non-probability convenient sampling. The data collected from respondents
about the brand awareness and brand equity are recorded for analysis. The component
analysis and correlation analysis was conducted and It is found that the Brand Awareness is
positively related with Brand Equity for oral care products in India.
Keywords: Brand Equity, Brand Awareness, Oral Care Products, Branding, Marketing