The term “brand equity” is a combination of brand value, brand strength and brand image (also referred as brand description).The ability of a brand description to be able to cater to the needs and wants of a target market using the right marketing mix leading to the brand strength (loyalty) which ultimately leads to the brand value thus making these three interconnected and forming a brand equity chain. On the basis of this, brand equity is defined as the value brought about by the various benefits of brand such as security of sustained future revenue.
There are different ways of measuring brand equity or the “added value”. The value is derived from the actions of consumers who rely on brand knowledge structures and who respond to products, price, communication etc. Two important components for this brand knowledge are brand awareness and brand image. While brand awareness is characterized by breadth and depth in terms of various consumption situations the brand comes to mind and the likelihood that the brand is recalled, brand image is consumer perceptions about the brand. The second article gives an in depth knowledge about the ways to measure a brand equity system which help in interpreting marketing strategies and assessing the value of the brand.
The third article covers the brand valuation literature. This brand valuation can be measured by looking into two areas i.e :marketing measurement and financial treatment of brands. But there are various obstacles to this valuation process too. Valuation of the intangibles remains uncovered like assets such as trademarks, logo, customer relationships etc. Recognition of brand as an asset becomes crucial as it helps in enhancing the shareholder’s value, thus making it an essential part of the balance sheet though there have been arguments against it too. Some common valuation approaches like cost-based, market-based,