Brand Equity

Set of assets such as name awareness, loyal customers, percieved quality, and associations that are linked to a brand

Brand Equity

The differential effect that brand knowledge has on consumer response to the marketing of that brand

Elements of Brand Equity

Brand Loyalty

Brand Awareness

Percieved Quality

Brand Associations

Secondary Associations

Brand Loyalty

Biased behavioral response expressed over time by a desicion maker with respect to one or more alternative brands out of a set of such brands

Brand Awareness

General awareness of the brand in the marketplace

Percieved Quality

Perceptions of the overall superiority of a brand endorsed product

Brand Associations

All the thoughts held by the consumer about the brand