One way to measure brand equity is to compare consumers' evaluations of a product with a brand name against a generic no-name product in the same category.

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This is one way to measure brand equity because it allows researchers to see how much value consumers place on the brand name itself, as opposed to just the product's specific features. By comparing the two options, researchers can see if consumers are willing to pay more for the branded product, indicating higher brand equity.

One Way to Measure Brand Equity Is to Compare Consumers