Conceptual Model for Evaluating Brand Equity from The Perspective of Customers

A well-known and established brand in the public domain is one of the most important elements of the success of a company and organization, and also a driving force for selling more products and gaining more profit and income. Brand is a powerful tool for customer engagement that distinguishes the company with all of its details in the eyes of the customers. The research carried out in connection with the creation of a brand equity model in a case study (Iran's Industrial Development and Renovation Organization). In this research, with the aim of brand pricing, the articles were reviewed by using the method of meta-analysis research. By identifying the factors and variables affecting brand equity, a new model for brand valuation was created. This model is based on customer's view based on 4 customer trust indicators, customer loyalty, brand quality and brand advertising.