Defining Functional Concepts of Brands: Conceptualization and Literature Review

The general objective of this study is to examine the evolution of the concept of brand literacy and measure the independent variables by collecting empirical data through purposively developed instrument. The primary data collected through the instrument will be validated using the appropriate statistical tools. The study aims at describing the brand literacy among consumers in reinforcing brand choices in reference to brand image, brand attributes, brand communication (verbal and non-verbal), and brand etymology. The analysis of data of the study is expected to reveal the role of brand literacy perceived by the consumers as a driver of decision making with the constructs of the study to create brand value.