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otherwise, they are the consequence of brand equity.
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Another disadvantage of model is such that
brand image is not exactly distinguished as an element of the brand equity. Saving of brand and associations are the main two elements, related to the
brand image. Also this model is not oriented to clear
quantitative measurement estimators, i.e. attention is
paid to psycho-graphical attitudes of users.
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as each segment of model can be investigated in qualitative methods of research and general brand value
is hardly received.
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There are several disadvantages of this model:
it is impossible to determine absolute brand value but
only relative one, as some of aspects are problematic,
e.g., it is hard with the new brands.
Advantage – in this model the brand image
as an element of brand equity is developed enough,
even 6 related factors are distinguished. But some of
factors (e.g., attractiveness of idea and clearness of
idea) are very close to each other.
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The advantage of this model is such that the difference between of the branches of economics is revealed in it. It is very important when we talk about the
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result would be much distorted. Detailed selection of
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model. One more advantage of this model – variables
oriented to the future are used in it. That enables us
to consider and determine opportunities of the brand
development. Finally, BEES brand equity measurement procedure is not complex and quite economic,
as the data necessary for calculations usually are obtained quite easily.
The main disadvantage of this model is such
that BEES can evaluate only corporation brands. However model can be applied in so that it would be possible to evaluate other brands with it as well.
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Summarizing this model it is possible to declare that there is a lot of subjectivity in it, as neither seOHFWLRQRILQÀXHQFLQJIDFWRUVQRUVHSDUDWHVHWWLQJRI
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tial disadvantages of model). One more disadvantage
of this model – there is not projection to future; there
are no features of development potential and aspects
of brand remaining in it. At last it is possible to state
that creation of basic factors of brand image is a task
requiring a lot of efforts.
As advantage of model we can present the fact
that brand image is analyzed in wider context, i.e.
comparative aspect of users’ opinions, emotions is
arisen.
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Enough attention in model is paid to the element of the brand image which is analyzed in two
levels: verbal and visual notoriety of the brand are
distinguished. Visual notoriety of the brand differs
from the verbal one by its uniqueness.
The positive feature of Bekmeier-Feuerhahn
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