Know-How Exchange : Branding

Here ya go!

https://search.atomz.com/search/?sp-q=Brand+Equity+&sp-a=sp1002af2d&sp-p=al...

Good Luck!

I think this article will be helpful.


https://www.aegis-marketing.com/BrandEquity.htm

Also, this is a great book:

Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller

It is often referred to as the "Bible" of brand equity.

Hope that helps.

Absolutely agree with Amir, its s simple indicator or brand equity (other more 'reliable' metrics are truey difficult and expensive to employ and only really needs to be undertaken when you are looking at selling the business!).

Take the following test:

1. Put your brand and that of your MAJOR competitors.
2. Pick your most popular product and put its price down, as well as the price of similar competitor products.
3. Look at the list and ask a prospect which brand they would choose.
4. Which ever they choose, increase that price by 5-10% and reduce the others by 5-10% and repeat the question.
5. Repeat this 5-6 times, and you will soon pick up if any brand has majority brand loyalty (does a more expensive brand get picked often?), or whether the market is just price sensititive, and brand doesn't matter too much!

Good Luck

Remember brand equity is only made up of:

Brand Loyalty
Name Awareness
Perceived Quality
Brand Associations - celebs, events etc
Other Proprietary Assets (i.e. trademarks and patents, relationships etc)