Notice of RetractionMeasurement and management on the customer-based brand equity

Notice of Retraction

After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.

We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.

The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.

As the most precious equity in the business operating, brand equity is the most forceful weapon in market competition as well. For the past few years, brand equity has become the hotspot topic in the marketing field. The paper discusses the relationship within brand equity, brand asset and brand value based on summarizing related conceptions about brand equity; does research on brand equity measurements from the perspective of customer elements angles, summarizes and concludes typical methods and technical courses of brand equity measurements at home and abroad; and puts forward several aims at customer´s brand equity management countermeasures in the end. This electronic document is a “live” template.