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RESEARCH PRODUCT

A CRITICAL ANALISYS OF BRAND EQUITY EVALUATION METHODS

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description

Evaluating brand equity can be a difficult and complicated task in practice because it is almost impossible to capture the impact of all "brand-building blocks" and their impact on brand equity on a multidimensional level. Not only the brand itself determines its brand equity, but marketplace multipliers and consumer mindset also hold a significant importance in the process of evaluating brand equity. The aims of this paper are to highlight the applications and main critiques for each method and to suggest an approach that minimizes these drawbacks in order to propose a better method for evaluating brand equity.