Issue 3, 2013

Muravskii D. V., Smirnova M. M. Alkanova O. N. Towards an Improved Understanding of Brand Equity: Estimating the Perception of Brands by Consumers, Producers and Investors.

In this article, current approaches to measuring and conceptualising brand equity are integrated using the three-dimensional conceptualization of brand equity proposed by P. Feldwick in 1996. A classification of brand equity measures lies in the bases of this study and helps to vividly match the way brand equity is being measured with the implied definition of brand equity. In the conclusion of the conducted analysis a chain of unfolding brand equity is proposed, which takes into consideration the relationships between different brand equity interpretations and allows to classify existing studies in this field for future comparisons. The results of the study could be applied in practice for forming a composite view of the outcomes of having high brand equity, dicision making regarding the choice of brand equity measures and for distinguishing the weak points in the brand strategy used by a company. Keywords: brand equity, brand strength, brand knowledge, brand value, measuring brand equity.

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