At the firm Level, you measure your
brand as a
financial asset. Take the value of your firm, as derived by its market
capitalization and then subtract tangible assets and "measurable" intangible
assets. The balance would be your brand equity.
To measure your brand equity at the product
level, compare the price of a no-name or private label product to an
"equivalent" branded product.
The consumer level approach seeks to map the
mind of the customers to find out what associations with the brand they
have. Brands with higher levels of awareness and strong, favorable and
unique associations have higher brand equity.