Issue ? 42. February 2014

Approach to brand equity measuring

Alexey V. Korzun — PhD, Associate Professor, Marketing Department , K.E. Tsiolkovsky Russian State Technological University (MATI).
E-mail: alekskorzun@yandex.ru

Artem P. Zhukov — Associate Professor, Associate Professor, Marketing Department, K.E. Tsiolkovsky Russian State Technological University (MATI).
E-mail: azhukov.com@gmail.com

The concept of brand equity has appeared for the first time in the 1980s . Since then, scientific journals have published a considerable amount of research on this topic. In today’s marketing, brand equity is a comprehensive description of the health and the development prospects of both the brand and the company as a whole. In this article, we review existing approaches to measuring brand equity and offer a classification of these approaches based on various metrics of brand equity. In addition, we present a comparative evaluation of different approaches to measuring brand equity and recommendations on their use.

Keywords

Brand equity, the indirect approach, the direct approach, economic efficiency, consumer perception, brand equity metrics.