Hardly any other area of business administration has received such a high attention as the subject of brand equity. Since Sattler’s overview on brand evaluation (1995) in this journal more than one hundred approaches to measure brand equity have been proposed by academics and practitioners. This article gives an overview of the state of the art in brand evaluation and suggests directions for future research. Additionally the basic elements of how to measure brand equity are presented in particular with regard to determining the purposes of brand eva- luations, defining the requirements on brand evaluation and the determination of central components of brand equity.