Brand equity analysis focuses on the measurement of the psychological value that a brand carries with it. Brand equity is described in the marketing literature as being a composite of brand awareness, brand quality, brand associations and brand loyalty. Each of these concepts can be measured. There is no formal procedure for combining all items into a single overall “value” or “score” that measures brand equity.

General Measures That Are Part Of Brand Equity Analysis
Brand Awareness Items (a separate section of this document is dedicated to these measures)

Brand Quality Assessment (a separate section of this document is dedicated to these measures)

Brand Associations Items:
Product attribute and benefit associations (examples: decay prevention, safety, durability)

Celebrity affiliations and recognition

Relative price – price premium for specific brands

Competitors (#2 and We Try Harder)

Intangibles (luxury, quality, fast acting, leadership)

Use, applications and associations: Example: Cold medications are often associated with time of day (Nyquil), symptoms (The wheezing, runny nose, cough medicine) or use situations (when you can't afford to be out of commission).

Life style associations, personality

Geographic associations: (Products are thought to be Italian, European, Oriental)

Customer benefits (personal reward, thick, rich, fulfilling)

User/customer persona (smart, educated, sophisticated, grown up)

Product class association

Brand Loyalty Analysis Items (a separate section of this document is dedicated to these measures)