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Brand Equity

Effective strategic brand management requires that we understand brand equity and evaluate its impact when making brand management decisions:

“Brand equity is a set of brand assets

and liability linked to a brand, its name,

and symbol, that add to or subtract

from the value provided by a product or

service to a firm and/or to that firm’s

customers.*

  Measuring Brand Equity. Several measures are needed to capture all relevant aspects of brand equity.**

 loyalty (price premium, satisfaction/loyalty),

 perceived quality/leadership measures (perceived

  quality, leadership/popularity),

 associations/differentiation (perceived value, brand

  personality, organizational associations),

 awareness (brand awareness), and

 market behavior (market share, price and

  distribution indices).

These components provide the basis for developing operational measures of brand equity.

*  David A. Aaker, Managing Brand Equity, The Free Press, 1991, 15.

**Ibid, 102-120.

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