The present research is “Dimensions of brand equity. A comparative study of coke and Pepsi” Brand equity is measured through customer preference and it is measured with the help of five dimensions which are brand loyalty, brand awareness, brand association, brand quality, brand image. The purpose of our study is to explore the role and value of marketing strategies, the methods and functions of branding strategy in head-to-head competition, and finally the avenues for growth through marketing for this questionnaire was selected and questionnaire comprises of 18 questions we divided our questionnaire into five section, according to five dimensions as mentioned above The MET (mean equality test) and regression is applied to data collected through the questionnaire By the study we founded out that: • Changes in Brand Awareness does not affect the probability of customer preference towards Pepsi • Changes in Brand Quality does not affect the probability of customer preference towards Pepsi • Changes in Brand Image does not affect the probability of customer preference towards Pepsi

BBA