Measuring Brand Equity Methods for measuring Brand Equity Quantitative Techniques & Quantitative Techniques Comparative methods-Brand

based comparisons, Marketing based comparisonsConjoint Analysis, Holistic methods.

Measuring Brand Equity Brand measurement is often alternatively referred to as Brand equity measurement, because most of the parameters that are commonly measured evolve from the concept of brand equity. When we measure brands we are in effect measuring brand equity. Branding adds a dimension that differentiates a product other from others that meet the same need. Regardless, whether the product is a physical product, a service, a retail store, an organization, a person, a place, or an idea, they are all subject to a branding process in customers mind. In the brand realm ,reality is always perception Methods of measuring brand equity. According to the brand value chain, sources of brand equity arise from the customer mindset. In general, measuring sources of brand equity requires that the brand manager fully understand how customers shop for and use products and services and most important, what customers know ,think, and feel about various brands. Measuring sources of brand equity and consumer mind set encompasses following techniques: 1) Qualitative research technique 2) Quantitative research technique.