A Comprehensive Approach To Brand Equity: Integrating Product And Corporate Brand Equity into Total Brand Equity Measurement

Previous studies on brand equity measurement can be classified into the following main streams: (1) Customer-based Brand Equity, where the value of the brand is determined by customers’ associations with a product brand and (2) Corporate Brand Equity, 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 valuation which integrates Customer-based Brand Equity and Corporate Brand Equity into Total Brand Equity valuation. 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.