Brand assets concept
Giep Franzen & Marieke van den Berg
The characteristics of a brand that have a positive effect on its competitive position are called brand assets.
Webster's Dictionary (1993) defines an asset as 'a quality, condition or entity that serves as an advantage, support, resource or source of strength.' Brand assets are the sources of brand equity. Three sorts of assets can be distinguished:
Mental assets: The part of the brand meaning and emotions in the memory of consumers that has a positive effect on their purchasing behaviour (and consequently on brand equity);
Behavioural...