Direct Approaches for Consumer Based Brand Equity Measurement: A Comprehensive Review

The concept of brand equity has been there since 1980s. Since then it has got the attention of business developers from different areas of economies. Successful brands not only provide competitive edge but also are vital for long term sustainability of the company and the products in market. Consumer-based brand equity takes into consolidation the consumers’ feelings of a particular product to associations that are not necessarily related to specific product attributes, that is, associations that exist independent of the product itself. The customer level measurement, basis its perception of brand value originating entirely from the consumers (what they buy, how they buy, why they buy, etc.). Many researchers have focused on measuring the brand equity in order to evaluate its contribution the success of business. In our study an intense survey of literature and secondary data was done to analyze the ways, means and types for direct evaluation of brand equity. The research is an attempt to review the direct measures for consumer based brand equity approach. The implication of this study is that it will help to fill the missing link in the direct measurement of consumer based brand equity.