“Comparative Study On Brand Equity Of Payment Apps In India”

Abstract

This study shed light on the brand equity landscape of payment apps in India. Google Pay emerged as the leader in brand equity, driven by its high brand recognition, strong trustworthiness association,  and customer satisfaction. Paytm and PhonePe also demonstrated significant brand equity, with Paytm excelling in convenience and PhonePe in perceived quality. To enhance their brand equity, payment app providers should focus on strengthening brand associations, improving customer satisfaction, investing in marketing efforts, fostering brand loyalty, and staying adaptable to market dynamics. These strategies will enable them to thrive in the evolving Indian digital payment industry.