Brand equity and future prospects

Scrutinizing the added value of sustainability on brand equity

October 2011 Ashkan Pakseresht

My work
What have done so far
Review and analyzing over 150 brand evaluation methods (including brand equity conceptual frame works, brand performance measures, brand valuation approaches) during my dissertation. A summary table of brand equity, BE, measurements is printed). The main message of my master thesis (based on critical literature review of peer reviewed articles from 1970) is: it is possible to measure sustainability and corporate responsibility in evaluation frameworks (of brand equity, BE) but it is not sufficient. Made contacts to the experts in brand evaluation field (with consumer behavior as well as financial back grounds). We noticed that the problem is the interests of other universities as well (e.g. Uni. of Groningen, Salmanca Uni., Uni. Of Miami, as well as commercial companies like Interbrand Co.). I have communicated the message of my thesis in every possible situations (such as lecture for NOVA seminar, lecture for master students). A draft proposal (needs to be customized)

The future prospects

Perceptual map HUR grant proposal (by Cilla and if needed my contribution) Future prospects based on the SLU needs
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Analyzing brand evaluation methods

Results: Studding different brand evaluation methods revealed (see summary table attached) such a tailor made sustainable brand equity (value) measurement has not yet been developed (Pakseresht, 2010). However, the possibility of existence or inclusion of sustainability dimensions reflected in this table. Literature review revealed that the inclusion of CSR effects on BE evaluation frameworks at least in form of corporate attributes exist but based on number of theories it is not sufficient.