Brand equity value: consumer based approach versus financial approach: a case study using a portuguese bank
Conference Paper
Overview
Research
Additional Document Info
View All
Overview
abstract
This study aimed to determine the brand equity value (BEV, hereinafter) of the
“Banco BPI” from the costumers and financial perspective, based on 250 surveys to
BPI customers to determine the BEV in the customers’ perspective and the
application of EVA method to determine the BEV in the financial perspective.
Respondents showed a positive perception on the various dimensions of the
perceived brand value. However, the dimension that had the highest average was the
notoriety and the lowest was the overall evaluation of the brand. The BVE in the
financial perspective was obtained by using EVA method via different possible
scenarios for the growth of the invested capital and results and by comparison with
the value of the company, using benchmark variables (of “Millenium BCP” bank,
another Portuguese bank). Thus, positive results were obtained in both perspectives,
concluding that the brand “Banco BPI” has an overall positive value.
