Measuring Brand Equity Exploiting Consumer Choice Model

The past thirty years have seen increasingly rapid advances in the field of brand equity estimation. The brand, being one of the most significant intangibles, is also a valuable strategic asset which allows companies to conquer the competitive advantage.

Furthermore, brand equity is an instrument to assess the efficiency of different marketing investments. Brands are built not born, i.e. any brand presents itself as the result of firm marketing-building efforts. So using different marketing activities the company may influence their brand equity. They should choose the type of marketing instrument which would be the most beneficial to the firm.

The primary aim of this research is to measure brand equity exploiting consumer choice model. A secondary aim is to examine the influence of different marketing instruments on brand equity. The available data on TV advertising and sales promotion gives an opportunity to receive more precise and significant results. The presentation first reviews theoretical background followed by the description of research design and methodology.