Brand Equity Definition
1.0 Introduction The most important aspect of marketing management is the subject of brand equity. Brand equity brings value addition to the product or service. According to (kapferer, 2005 and keller, 2003), brand value arises from products and services that bring value by implication. There are five different dimensions that can build brand equity and these are brand loyalty, brand awareness, perceived quantity, brand association (Aaker, 1996). According to different theories of the researchers, it is proposed to integrate brand loyalty, brand awareness, quality perceived and brand affiliation during the assessment of the level of brand equity. The motivation behind this study is to identify the measurements of brand value, distinguish the …show more content…
According to (Aaker 1991), brand equity can be determined through measuring its brand loyalty, brand association, brand awareness and perceived quantity. Yoo et.al (2000) and Atilgan et al (2005) explain that the higher brand equity can be build up through strong brand association. Furthermore keller (1993, 1998) argues that brand awareness could impact client decision making in purchasing a product through an effective brand association. According to many other scholars brand equity posses a structure of multiple aspects such as brand loyalty, brand image, brand awareness, brand association and perceived …show more content…
.140 Even if another brand has the same price as Pantene, I would still buy Pantene. .110 If there is another brand as good as Pantene, I prefer to buy Pantene. .293 It makes sense to buy Pantene instead of any other brands, even if they are the same. -.193 PQ I trust the quality of products from Pantene. .370 In comparison to alternative brands, the quality of Pantene is extremely high. .398 In comparison with alternative brands, Pantene is the leading brand in the hair care market. .645 BL I consider myself to be loyal to Pantene. .491 I will not buy other brands of hair care if Pantene is available at the store. .129 I will keep on buying as long as the company P&G provides me satisfied products. .321 I would love to recommend Pantene to my friends. .685 BA When I think of hair care, Pantene is one of the brands that come to mind. .443 Pantene is a brand of hair care I am very familiar with. .872 I know what Pantene looks like. .485 BAScified model: BE=
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