Brand Value
Brand equity or brand value is best measured with the use of conjoint analysis. By forcing tradeoffs with brand as one of the attributes, the value of each brand can be derived separately from its specific features and selling price. Whether using a discrete choice or Brand Price Tradeoff exercise, the utilities calculated for each tested brand and the relative sensitivity to changes in price are used to estimate brand value. Brand value can be plotted for customers and non-customers and across any population subgroups of interest.
