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David Wells is a sales representative for Geary Pacific Supply in Riverside, Calif. Prior to selling HVAC, he spent 25 years in the air filtration industry. In 2007 he earned his Master’s Degree in Business Administration (MBA) from California State University. The culminating project for his MBA was this thesis, “The Impact of Brand Equity on the Purchasing of Consumer Durables.”
This article is a summary of research performed for the author's Masters’ thesis. The purpose of the research was to show manufacturers and dealers of residential HVAC systems how to raise the equity of their brands, enabling them to sell more premium systems and increase their revenues and profit margins.
