Nachfrageorientierte Bewertung von Marken

The measurement of brand equity is an often discussed and highly relevant topic in the research field of brand management. This article examines the concept of brand equity under a behavioristic point of view. All the information that is needed to calculate brand equity is collected among consumers. The prerequisites for this method are separated analysis of both brand recall and brand image. Furthermore it is necessary to differentiate between verbal and non-verbal modalities.