Case Study Of Aaker's Brand Equity

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Aaker’s brand equity model BrandAsset® Valuator(BAV) Developed By UC-Berkeley marketing professor David A.Aker in 1996 By Advertising agency Young and Rubicam(Y&R) in 1993 Information about model/ company According to Aaker brand equity is…“a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customer” (Aaker 1991, 15) This model is customer-based equity model, based on customer loyalty and their satisfaction, which provides value to customers. BrandAsset Valuator (BAV) is a comprehensive global database of consumer perception of brands, their goal is to change the way the world thinks about brands. BAV states:…show more content…
It states that they have invested around $150 million dollars collecting seventy-eight metrics on 50,000 brands in fifty-one countries. Annual studies are conducted in seventeen countries comprising 78% of global GDP. Purpose of the model -to help in creating a brand strategy made of different brand elements or patterns, -to improve and differentiate a brand from its competitors -to identify what aspects of brand and customer relations are creating that value, -to specify how to manage the brand and its touch points to increase brand value, Although the BAV allows companies to approach and handle their brands themselves, as value creators, rather than as cost centers. Brand Equity components/ pillars Brand…show more content…
According to Aaker, a particularly important concept for building brand equity is brand identity—the unique set of brand association that represent what the brand stands for and offers to customers an aspiring brand image. There are a set of five categories of brand assets and liabilities which add value to the product and measure brand equity. Although he did not mention a single measure of brand equity, but expressed it as a set of 5 dimensions: brand loyalty, perceived quality / leadership, associations /differentiation, awareness and market behavior. However, his model provides only indication towards a set of items that can be contributed to be measured. It is not clear how and which of these items should be combined in order to get brand valuation. Brand identity consists of 12 dimensions organized around 4 perspectives: • Brand-as-product (product scope, product attributes, quality/value, uses, users, country of origin). • Brand-as-organization (organizational attributes, local versus

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