Aaker's Brand equity model
David A. Aaker
Aaker defines brand equity as a set of five categories of brand assets and liabilities linked to a brand, its name and its symbol. These can add to or subtract from the value that a firm's product or service gives its customers, providing various benefits and value. These categories of brand assets are: (1) brand loyalty, (2) brand awareness, (3) perceived quality, (4) brand associations and (5) other proprietary assets (e.g., patents, trademarks and distribution relationships).
A number of practical issues affect the management of a brand:
The basis of brand equity:What...