Integrating Product and Corporate Brand Equity into Total Brand Equity Measurement

摘要

Previous studies on brand equity measurement can be classified into the following main streams: (1) Customer-based Brand Equity (CBBE), where the value of the brand is determined by customers’ associations with a product brand and (2) Corporate Brand Equity (CBE), where the value of the brand is determined by stakeholders’ associations toward a corporate brand. This paper proposes a holistic approach to Total Brand Equity (TBE) measurement which integrates Customer-based Brand Equity and Corporate Brand Equity into Total Brand Equity measurement. This approach offers a more comprehensive perspective for brand equity valuation which addresses a company’s relationships with its customers and stakeholders at large. Further, this paper offers a series of propositions that address the relationship between total brand equity and corporate performance.