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Brand equity

💼 Business By CampusDown Wiki Editorial Team Last updated
Brand equity is the added value a brand name gives a product, making consumers rate it more highly and buy it more willingly.
Contents
  1. 1. Overview
  2. 2. Frequently asked questions
  3. 3. References

Overview

Aaker (1991) lists brand awareness, perceived quality, associations, loyalty and other proprietary assets. Keller (1993) defines customer-based brand equity as the differential effect of brand knowledge on consumer response, later formalised as the brand pyramid. Build it through consistent identity, quality and marketing mix integration.

Frequently asked questions

Same as brand value?
Brand value usually means a financial valuation.

References

  1. Aaker, D. A. (1991). Managing Brand Equity. Free Press.
  2. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.

Reports and materials that use this theory (Korean)

There are no materials dedicated to this theory yet, but you can search related reports in the CampusDown library (Korean).

Find more reports · Search '브랜드 자산' on CampusDown →
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This article was last updated on October 24, 2026. It is based on widely recognized original works and textbooks; when citing it in a paper, please check the original sources listed in the references.