Discuss how performance of Signet and goldsmith affect brand equity.

This order will be one section of my dissertation which will be Literature review.
Three questions which will be answered in the whole dissertation is
1-how performance of Signet and goldsmith effect brand equity
2-how brand equity impact consumer behaviour
3-how effective is marketing towards brand equity and consumer behaviour

Literature review-
The literature review will require 4000 words excluding the reference

what needs needs to be included in the literature review-
Introduction of the literature review
-Background of Signet Jewellers (Ernest jones)
-Background of Goldsmiths jewellers
-Demand on signet jewellers and their retail stores in UK and US
-Demand on goldsmith jewellers
-Different methods used by Signet Jewellers (Ernest jones) on brand equity
-Marketing impact customer behaviour in signet Jeweller compare to Goldsmith
-Growth of Signet Jeweller by brand equity and marketing compare to Goldsmith
-Problems and opportunities for Signet Jewellers on brand equity
-Summary