A Study on Brand Equity of Crocs in Indian Market

This research paper investigates the brand equity of Crocs, a globally renowned footwear brand, in the Indian market. Leveraging a mixed-methods approach, the study examines the dimensions of brand equity, including brand awareness, brand associations, perceived quality, brand loyalty, and price perception. The findings reveal high brand awareness driven by effective marketing channels, strong associations with comfort and style, positive perceptions of quality in terms of suitability for the Indian climate, and the presence of a loyal customer base. However, concerns regarding pricing, value for money, and mixed opinions on stylishness are identified as potential challenges. The research provides insights into the brand equity dynamics of Crocs in India and offers strategic recommendations to strengthen its market position and solidify its brand equity.