... various categories. The research is conducted in the university and student accommodations. The study should not be generalized for all the products and the results should be further tested in varying surroundings. Findings: The survey conducted for this research depicted strong relation between the search, credence and experience attributes with brand equity, awareness and differentiation. The findings confirmed that before branded products were tried out, the search, experience and credence attributes did generate expectations about product quality. Search attributes playing a major role in it. However, after trial, this seemed to reduce considerably and credence and experience attributes generated more vibes in consumers' minds, thus fulfilling their promise of providing quality product to the consumers. Benefits: Responses to various brand names are of importance in brand management. The effect of search, experience and credence attributes on consumers' minds has been analyzed using actual products being used in the market, which can ...

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