Measuring Brand Equity and Brand Image in Marketing Research

Abstract

Branding is one of the central elements of marketing theory and practice. In various research related to
branding, focus is often placed on, inter alia, brand equity and brand image. Although the diversity in their explanation
is not particularly pronounced, the results showing the relationship of these two variables often differ, which is
primarily determined by the different approaches in measuring those variables in conducted marketing researches.
This paper has three basic aims. First, brand equity and brand image are elaborated from theoretical aspect. Besides,
their relationships based on various marketing researches are stressed. Finally, a number of instruments which are used
to measure the observed variables is presented. Considering this issue may be useful for clarifying some of the
differences in the research that deals with this topic. For achieving listed goals, the authors conduct „desk marketing
research“.