Finding Brand Equity: The Search For Commercial ValueAs you know, brand equity is the value of your customers' perceptions of your organization. It is the market capitalization of a company that isn't defined by assets, liabilities, revenues, or intellectual property. At a basic level, brand equity is a company's total market value minus each measurable factor. In fact, brand equity is the reason world-renowned brands like Apple can command premium price points for products. Additionally, brand equity is driven by the quality of the customer experience, including branding and marketing.
Strategic Brand Management Building, Measuring, and Managing Brand Equity, 4th Edition
Keller's Brand Equity Model
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Do you know what makes a brand strong? And if you had to make yours stronger, would you know how to do it? Many factors influence the strength of a particular product or brand.
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Building a Powerful Brand
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When the concept of branding first began, it was a way of helping consumers to distinguish between the similar products offered by different companies. Today, branding has grown into something much more complicated. In a world where opinion is everything, the average brand equity definition has begun to change. Your value is dictated by your social presence, your reputation, and the affinity you have with your customers. The very first brand equity definition appeared in the early s , created by a man called David Aaker. Over the years, history has proven this theory correct. The Aaker brand equity model suggests that there are two types of equity: negative, and positive.