Brand distinctiveness: a combination of weight indices, indicating differentiation / uniqueness and superiority of the brand. Quality Brand: Assessing the brand in general and its variations in overall image quality of the goods or services. Value of the brand: a combination of weight indices, indicating the extent to which brand offers customers something for which they pay, often known as "Value, expressed by price." Brand Personality: The degree to which brand image coincides with what the buyer is or wants to be. The potential of the brand: consumers' willingness to pay more for originality and try this brand new, previously unidentified products or varieties of the previous ones. Competitive Sustainability: the extent to which the consumer remains true to the brand during a hostile or competitive pressure. The dynamics of brand: the extent to which consumers prefer to purchase and use the brand and new versions of its product lines. (Note: P. K.
Clancy and Krieg argued that this factor is not used in calculating the value of brand equity as well as overlaps with a market share. But he used to weigh the importance of each of the other factors. Meet with the following explanation, which they propose to calculate value of brand equity.). To measure the equity of your brand, according to these marketers, you should develop a profile of Internet based, personal, or mail options, which will be from 3 to 5 questions on each factor. You ask respondents your brand on the issues analyzed by comparing it with the brands of your competitors. Clancy and Krieg explains that when you get the results of your survey, capital value of your brand and your brand competitors can be calculated as follows: "Each component and each factor is evaluated based on their contribution to the overall dynamics of the brand and the vector of preference, which allows us to obtain, through a single techniques, an overall assessment of brand equity for each brand analyzed. In other words, each brand can be defined as a single number – the value of brand equity. These values, in theory, ranging from zero to infinity,