Evaluation of customer-based brand equity of Milka chocolate on confectionary markets of Saint Petersburg and Almaty

Abstract

The main goal: To develop customer-based brand equity model and to apply it on Milka chocolate on confectionary market in Saint Petersburg and Almaty Main tasks: - To review the existing models of the customer-based equity and to determine key components of them; - To develop the model of customer-based brand equity; - To apply developed model on chocolate brand Milka on confectionary markets of Saint Petersburg and Almaty. Main results: - Identification and analysis of the existing customer-based brand equity models and their key components; - Developed and verified customer-based brand equity model based on structural equation modeling; - Set of recommendations for chocolate Milka brand strategy on confectionary market of Saint Petersburg and Almaty based on developed model.