Brand Equity What Are the Term Paper

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The methodologies behind consumer-driven
versus data-driven approaches vary by company yet both share a common
result of quantifying in financial terms the value of a brand.
In determining the value of a brand, its critical to first select a
methodology that fits with the specific type of company that is working to
increase the value of the brand. Consumer-driven factors that define brand
equity value vary significantly from those from data-driven methodologies
as defined by (Market Research Executive Board, 2005) and the specific
examples of Interbrand and BrandFinance.

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Ascertaining the best methodology
for measuring the value of a brand needs to take into account segmentation,
financial forecasts, brand value and brand risk analysis to arrive at a
reasonable and accurate valuation of a brand.
Reference:
Market Research Executive Board (2005) - Overview of Brand Equity
Measurement Approaches. Market Research Executive Board. September, 2005.….....

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