Brian Monger There are two basic approaches to measuring customer-based brand equity. The indirect and direct approaches to measuring customer-based brand equity are complementary and should be used together.
Abstract The construct of a brand relationship is quite complex. Numerous types of brand relationships can be identify and each of them is associated with different emotions and norms. Works on relationship marketing implies that developing relationship between consumers and their preferred brand is important.
The presence of strong brand in the market is the source of various financial rewards to organization and due to this, creation strong brand is top priority for many organizations. Brand resonance is the term which focuses on the various stages of consumer brand relationship through which consumer connected with brand.
Our move toward a science of consumer-brand relationships presents many challenges, many doubts that something so idiosyncratic can be brought to the level of generalizability that science requires.
Literature of branding verify that the brand resonance is not depends on one thing only; it shows the impact of many brand related factors. This study presents the brief discussion on brand resonance with help of literature of branding.Brand equity dimensions had percent influence in enabling FMCG companies attain brand equity.
For a brand to have value, the customer must value it. The source of brand equity is customer perception (Keller, ); hence, it is important for managers to measure and track brand equity at the customer level (Lassar et al.
). Dimensions of Customer-Based Brand Equity: A Study on Malaysian Brands perceived quality and four for brand loyalty. Factor Analysis was conducted to identify dimensions Awareness can affect customers’ perceptions, which lead to different brand choice and even loyalty (Aaker, ).
A. Keller’s Model. The most common model for customer-based brand equity is the one created by marketing professor Kevin Lane Keller in his book, Strategic Brand Management. Keller puts the model in a four-level pyramid, with the middle two layers being divided equally between two factors.
Country of Origin and Customer-based brand equity: A quantitative study on Chinese cars going global Marketing Master's thesis Ye Liu Department of Marketing.
Figure 1, or the outcome of consumer-based brand equity.
Keller () also takes the consumer-based Brands and brand equity: definition and management Management Decision 38/9  – Brands and brand equity: definition and management. – Based on Aaker's well‐known conceptual framework of brand equity, this study employed structural equation modeling to investigate the causal relationships among the four dimensions of brand equity and overall brand equity in the sportswear industry.