Brand knowledge model

For a brand to be successful, it must establish some associations in the memory of the consumer that are relevant and positive in the purchase decision; these associations must have a strong connection with the brand and can not be shared with competitors.

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...

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