Brand equity: perspectives of analysis and estimation criteria

An important issue was raised for discussion trough the last decade regarding the meaning of brand equity. Different forms of analysis and estimation criteria have been applied, and that is the reason for the current ambiguity on its meaning. In this article, we present a theoretical frame were several forms of study and criteria for brand equity estimation are empirically analysed. Using six different brands of training shoes, seven estimation variables are empirically analysed in accordance with the opinions given by a sample of users for these different brands. By means of this analysis, it is our aim to contribute to a better knowledge on he concept of brand equity.