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Brand Equity: The Marketer’s View on Brand Value

  • Jan Lindemann

Abstract

At the time financial markets started recognizing the value of intangible assets and brands marketing academics in the US, in the early-1990s, also attempted to conceptualize the brand as a business asset. The result was the concept of brand equity which capitalized on a financial term to define a marketing concept. The term was made popular by the publications of David Aaker and Kevin Keller. Aaker described brand equity as a “set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm’s customers.”1 The main asset categories comprised awareness, loyalty, perceived quality, and other brand specific associations. Despite the use of the term equity, the framework consisted of a combination of market research metrics. Aaker later expanded the framework to include metrics from other models, most notably Y&R’s brand asset evaluator and Interbrand’s brand strength assessment. The resulting measurement framework comprised the following metrics:
  1. 1.

    willingness to pay a price premium;

     
  2. 2.

    satisfaction/loyalty;

     
  3. 3.

    perceived quality;

     
  4. 4.

    leadership/popularity;

     
  5. 5.

    esteem/respect;

     
  6. 6.

    perceived value;

     
  7. 7.

    personality;

     
  8. 8.

    trust and admiration for the organization;

     
  9. 9.

    differentiation;

     
  10. 10.

    market share;

     
  11. 11.

    price differential; and

     
  12. 12.

    distribution depth/coverage.

     

Keywords

Stock Market Market Research Brand Equity Price Premium Consumer Loyalty 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Jan Lindemann 2010

Authors and Affiliations

  • Jan Lindemann

There are no affiliations available

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