It depends on which author you rely. There are many ways of doing that, for example Keller. See for example my article: A customer-oriented perspective on retail brand equity in the fashion industry (available here on RG), but also other articles in the topic of image, RBE (Retail Brand Equity) etc.
https://www.researchgate.net/publication/260334014_A_customer-oriented_perspective_on_retail_brand_equity_in_the_fashion_industry?ev=prf_pub
Article A customer-oriented perspective on retail brand equity in th...
it will vary from author to author and how they perceive. for FMCG u can refer "The concept of participatory market orientation: An organisation-wide approach to enhancing brand equity". this wil also help u
"If the businesses were split up, I would take the brands, trademarks, and goodwill, and you could have all the bricks and mortar and I would fare better than you".
–John Stuart
This quantitative research targets consumer behaviors in purchasing fast moving consumers goods (FMCG) in term of Brand of products. For this purpose four elements as brand equity's components were identified that has potential affect purchasing FMCG, and they are follows:
1) Brand Awraeness,
2) Brand Association,
3) Perceived Quality, and
4) Brand Loyalty.
http://connection.ebscohost.com/c/articles/86132279/effect-brand-equity-consumer-buying-behavior-term-fmcg-iran
Please find the some useful related articles.
Customer loyalty is a significant issue strategic marketing management. Organizations should strive for developing customer loyalty as it would result in a situation customers do not look for other products and stay with the organization. Loyalty of customer does not take much of organizations’ time and thus make the sale transaction relatively simple. It would save lot of selling and administration expenses of organization as loyal customer base does not require organization to spent lot of money on promoting its products.
Focus on behavioural measures of loyalty
Here are a good number of research on the subject.
http://www.theijm.com/vol1issue4/2.pdf
http://www.gfk.com/imperia/md/content/gfkmarktforschung/unternehmen/c0227hupphoglsattler_excellence.pdf
http://researchspace.ukzn.ac.za/xmlui/bitstream/handle/10413/1044/Pillay_Pragasen_2007.pdf?sequence=3
http://www.krepublishers.com/02-Journals/JE/JE-04-0-000-13-Web/JE-04-1-000-13-Abst-PDF/JE-04-1-001-13-126-Moolla-A-I/JE-04-1-001-13-126-Moolla-A-I-Tt.pdf
https://www.researchgate.net/publication/305887180_Beyond_the_Border_Yellow_Goes_International
Article Beyond the Border: Yellow Goes International
If you measuring Customer Based Brand Equity for IT & Telecom Companies you can review & read it
Article Customer-based brand equity and firms' performance in the te...
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