There are several predictions that brand equity will become the most pressing marketing topic for the next ten years …. This study investigates for which purposes brand equity can be applied to. It further investigates which facets the concept … of brand equity refers to, how these facets are measured and what the implications are for defining and measuring brand …

According to several forecasts brand equity will become the most influential marketing topic for the next ten years …. This study investigates various purposes brand equity can be applied to. It assesses requirements for measuring brand … equity and describes the contribution of the literature on brand equity with res pect to the previous defined requirements …