Optimizing Brand Equity Evaluation Process with Brand Equity Strength

According to the significance of brands as an example of intangible assets of an organization or business, various aspects of it, such as its strength and its equity, has increasing importance. According to recent researches in field of brand equity, more researchers focused on strength of brands. Brand equity strength means the power of a brand in order to generating profit. In the leading research, by considering brand equity strength as a part of an organization’s assets which effects on organizational decisions, a questionnaire with 12 parameters is recommended. In this research, 135 parameters were identified, through systematic review, that have effect on brand equity. These parameters were classified under 4 main topics which are quality, loyalty, awareness and image. At last the questionnaire was combined with two brand equity evaluation methods and performed on 40 public firms. Then by testing the results, the accurate model was chosen.

Keywords:

Brand Equity , Brand Valuation , Brand Evaluation , Intangible Asset , Brand Equity Strength