Brand knowledge model
Kevin Lane Keller
Brand equity has generally been conceptualized from the perspective of the individual consumer and therefore the positive outcome of brand equity is the establishment of brand knowledge structures in the memory of the customer. Brand knowledge has been defined as a brand node in the memory, to which a variety of associations is linked, and composed of two components, brand awareness and brand image.
Brand awareness refers to the strength of the brand node in memory, reflected by the consumers' ability to identify the brand under different conditions. Brand awareness is divided into two...