| Characteristic | Brand equity on a scale from 0 to 10 |
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| - | - |
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Source
Source
Release date
June 2014
More information
Region
Germany
Survey time period
February 2014
Number of respondents
1,045 respondents
Age group
14 years and older
Method of interview
Online survey
Supplementary notes
In this survey, the equity of German retail brands is analyzed according to factors that go beyond the usually considered aspects of price, product range, shopping atmosphere or customer satisfaction. Instead it is based on a model that determines brand equity from a customer perspective, consisting of the two components brand presence and brand usefulness. Brand presence refers to popularity and how clear the image of the brand is from a consumer perspective. Brand usefulness is based on both an emotional as well as a functional component. The determination of brand usefulness therefore includes not only how likeable or trustworthy a brand is in the eyes of the consumer but also how unique and customer-oriented the retailer is.
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