Estimating Brand Equity from Aggregate Data

Abstract

Brands are now widely recognized as among a firm’s most valuable assets. Hence the assessment of the value or equity of brand assets has attracted a lot of academic and practitioner attention in recent years. Various Brand Equity (henceforth, BE) measurement schemes have been proposed and utilized. These methods rely either on surveys or experimental approaches that require costly or complex data collection at the individual level, on valuation approaches requiring firm financial data, or on aggregate level product-market outcomes often utilizing fixed effects approaches that interpret brand intercepts as BE.