Aaker's Brand Equity Model: Case Study

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Connecting Findings to Conceptual Framework The brand equity model, developed by Aaker (1991), was the conceptual framework used to complement this case study. The five brand equity components of the model include: 1. Brand loyalty a. Retaining and attracting new customers b. Decreased marketing costs 2. Brand awareness a. Associations b. Familiarity c. Customer purchasing process 3. Perceived quality a. Product differentiation b. Various sales channels 4. Brand associations a. Retrieve associations via a form of advertising b. Contribute to brand differentiation 5. Other proprietary brand assets a. Patents b. Proprietary rights Analysis of participants’ data confirmed the brand equity theory of marketing developed by Aaker (1991) was appropriate and relevant to exploring the profitability of the marketing strategies used by two independent restaurants. Participant responses and key points aligned with the five components outlined in Aaker’s brand equity model. Components 1-3: Brand loyalty, brand awareness and perceived quality Responses from owners and managers linked to brand loyalty, brand awareness, and perceived quality,…show more content…
Executives can use valuable resources and consumer relationship marketing to influence marketing planning and develop marketing programs (Magnusson et al., 2013; Pepe, 2012). The findings of the study confirmed limited financial resources could constitute barriers when developing and executing marketing plans to meet profit targets (Bettiol et al., 2012). Results confirmed executives should create a portfolio strategy that includes product development and brand equity to improve profitability levels (Khan, 2014b; Mohammed et al., 2014; Stahl et al.,

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