A theoretical overview on understanding customer-based brand equity

Abstract

This research takes the form of an essay with two-folded goals: to bring further clarifications on the concept of brand equity, as it was discussed in the branding literature, while at the same time presenting the frameworks that could help both practitioners and researchers to measure the power of a brand. For this purpose, the authors have reviewed the existing literature, and discussed the most important perspectives on the topic: the financial-based and consumer-based brand equity, while at the same time debating the limitations of each one. The findings have implications for future research into a holistic approach to brand equity, that should see an increase of the customer’s perceived brand equity.