In the current trend of research in marketing analytics, two of the major factors which play extremely important roles in determining the impacts on business are Customer Lifetime Value (CLV) analysis and the evaluation of Brand Equity Value respectively. According to Bendle et al. (2016), Customer Lifetime Value (CLV) is “The present value of the future cash flows attributed to the customer relationship”.On the other hand, brand equity is strategically and financially crucial for the business as it is directly related to the attributes like customer satisfaction and customer retention. According to Bendle et al. (2016), “When a brand’s promise extends beyond a particular product, its owner may leverage it to enter new markets. For all these reasons, a brand can hold tremendous value, known as brand equity”. However, at the same time, brand equity is very difficult to measure in quantitative terms. There are six major techniques developed by different researchers to measure brand equity although there is no accepted universal model to measure it quantitatively. There should be an empirical research work aimed at formulating a linear regressionary relationship between the Customer Lifetime Value (CLV) and Moran’s Brand Equity Index (BEI) which would enable us to envisage a clearer picture about the impact of BEI on CLV. In order to supplement the research procedure, at least 500 leading global brands should be chosen for a time – series study for a minimum period of 10 years. Although the research model would primarily deal with the aspects of Moran’s BEI, however, it may be extended to incorporate the features of other brand equity models to reflect a more holistic view of the marketing analytics.
