A Brand Equity study is designed to examine the intangible value attached to a brand’s identity which is based upon the good will it generates in a market place.  A Brand Equity study evaluates a particular product based on differentiation, preference, relevance and loyalty.   A Brand Equity study can be conducted for a consumer product, pharmaceutical product, health care product, or technology product. In addition, a Brand Equity study may determine whether there is low or high awareness as well as whether identified attributes or benefits of an existing particular brand can be leveraged or even transferred to a future product or an entirely new product category.