Generating a Conceptual Model and an Innovative Questionnaire In Order to Measuring Brand Equity

Brand is one of the most valuable Intangible assets of any organization, that proper management of that can pave the way for more market share and profitability in any industry. Brand is an intangible asset and one of the distinguishing factors of companies in mind of customers. Awareness of the value of a brand results in its better management and more accurate knowledge of the financial value of the organization. The aim of this research is to provide a questionnaire for brand rating of a sugar mill from consumers point of view, as well as identifying the key components that affect it. For this purpose, a questionnaire with 36 questions was designed. The findings of this research are that the selected components of brand value are based on a consumer perspective that includes brand loyalty, brand awareness, perceived quality and brand image, on consumer behavior of that brand that They are going to buy, they are effective.

کلیدواژه ها:

Brand Value ، Brand Equity Evaluation ، Intellectual Property Valuation ، Brand Pricing Model ، Intangible Asset