Understanding, Measuring, and Using Brand Equity

Abstract

This paper describes a survey research system designed to place a financially related value on the consumer-based equity of brand images and associations. The two components of the system, the Consumer Value model and the BrandDynamics® Pyramid, identify the value of individual respondents to a brand based on their predicted loyalty and explain the variation in that loyalty based on each person’s attitudes toward the brand. The paper demonstrates how findings from the system can be used to help marketing decision makers manage their brand’s equity and so maximize the value of their asset.