Author(s): Emily Carter
Brand equity has become a fundamental component of modern marketing strategy, significantly influencing customer loyalty, pricing capability, and overall organizational performance. This paper explores various tools and techniques used to assess brand equity, incorporating both financial and customer-based perspectives. It examines established frameworks such as Aaker’s Brand Equity Model and Keller’s Customer-Based Brand Equity (CBBE) Model, alongside contemporary digital analytics tools. The study also addresses the challenges associated with measuring brand value, particularly in relation to intangible assets and evolving market conditions. Finally, it outlines best practices for leveraging brand equity insights to strengthen brand positioning, enhance customer engagement, and ensure long-term profitability.