Thanks Deepblue for the honour, but beleve me I am still learning and by no means am a stalwart.
Anyways, i'll get back to work and answer the query on brand equity...
Brand Equity is the value of a brand built up over a period of time. It is composed of four components namely Image, Perception,Awareness and Loyalty. However some researchers say that image and awareness are the main components and the other two get covered in these two. To calculate brand equity, both the tangible(functional) and intangible(emotional) attributes are measured. The end result of the measurement is brand equity. Its quite complex and difficult to calculate brand equity. But to make it easier to understand (for Meenakshi), I would say brand equity is the difference between the expected future sales of a branded product and an unbranded product. Now marketing masterminds have also come up with a new theory "Customer Based Brand Equity" with models to measure it. The models to measure brand equity are based mainly on conjoint analysis. However there are many models and they may have different algorithms.... For detailed information on Brand Equity you can refer "Managing Brand Equity" by David Aaker and Economist Series on Brand Equity.
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Take My Advice
- I don't use it Anyway