Measuring Brand Equity

Brand and brand equity are terms that have been hunting academics as well as practitioners for decades. Since there exist a large number of approaches proposed, the key goal of this master thesis is going to be a comparison of introduced approaches. Since majority of such approaches represent theoretical ways of brand equity calculation, the overall nature of this master thesis is going to be rather theoretical as well. There are three major parts. The first part, offers highly theoretical background and classification of all significant approaches dealing with brand equity measurement. Afterwards is introduced a chapter concerning practical models incorporating multiple approaches and critical evaluation. Consequently, the entire master thesis is concluded with a final comparison of all approach with highlighting key similarities and differences between them. This is going to be built through the method of comparison, which is the key method used within the master thesis.