Franzen’s Brand equity model

Brand equity is a concept that stands for the strength of a brand, among consumers, and in the market.

Franzen's Brand equity model

Giep Franzen

Building brand equity is the primary function of branding. Brand equity is a concept that stands for the strength of a brand, both on the level of the consumers, and in the market. The Brand Equity Model (BEM) distinguishes four basic brand equity components, which fall into two main categories.


  1. Mental brand equity: A network in people's memory that consists of everything a person associates a brand with (cognitions, feelings and habits). The mental brand is related to brand behaviour and vice-versa.

  2. Behavioural brand equity:Observable behaviour of people who...

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