Gartner Research

Brand Equity Measurement Models

Published: 10 July 2017

ID: G00344209

Analyst(s): Market Insights and Analytics Research Team


In this research we answer the question "What are the most common brand equity measurement approaches?" Our research into brand equity measurement shows that brand equity is generally measured using consumer-based or finance-focused metrics and brand equity ratings must be combined with more detailed brand health metrics to become actionable guidance for making marketing and/or strategic decisions.

Table Of Contents

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Case in Point: GfK’s Consumer-Driven Approach

Case in Point: Prophet’s Consumer-Driven Approach

Case in Point: Brand Finance’s Data-Driven Approach

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