“BRAND EQUITY

MEASUREMENT AND
MANAGEMENT SYSTEM”

Presentor: Christine Mae Dela Cruz

Customer based brand equity-
concept that provides guidance
about how we can measure
brand equity.
 2 basic approaches in measuring brand equity

1) Indirect approach- assess potential sources of customer-

based brand equity by identifying and tracking consumers’
brand knowledge.
2) Direct approach- assess the actual impact
of brand knowledge on consumer response to
different aspects of the marketing program.
Brand Equity measurement system- is a set of research procedures designed to
provide marketers with timely, accurate, and actionable information about
brands.
 3 steps in ideal brand equity measurement system

A. Conducting Brand Audits

- the first step in learning how consumers think, feel, and act toward brands
and products so the company can make informed strategic positioning
decisions
Brand Audit

is a more externally, consumer focused exercise to assess the health of the

brand so they can make the best possible tactical decisions in the short run
and strategic decisions in the long run.

requires understanding the sources of brand equity from the perspective of both
the firm and consumer
Brand audit consist of two steps