BRAND EQUITY (BE)-AN OVERVIEW OF BE MEASUREMENT APPROACHES

Companies are looking for ways to differentiate them in the fragmented and saturated market. Branding is one such strategy which helps the companies to create their unique image in the consumer market. Brand equity is defined as the added value endowed by the brand to the product (Farquharr, 1989). The brand equity literature includes the elements of brand equity, measurement of brand equity and the impact of brand equity on customer equity, customer choice, purchase intention, etc. In 1991, Aaker proposed the brand equity model since then the dimensions of brand equity were taken into research and their relevance is studied.