Measuring brand equity across products and markets pdf

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A brand is a logo, symbol, or name associated with a product.The impact that a brand has on consumer purchases or perceptions about a product is known as “brand equity.” The word “equity” indicates that the brand serves as an asset that holds some type of value.
References Aaker D A 1996 Measuring brand equity across products and markets from ECONH 112 at University of National and World Economy Aaker, D. A. 1996. Measuring brand equity across products and markets. California Management Rev. 38 (Spring) 102 It’s got the look The effect of
The authors propose that the revenue premium a brand generates compared with that of a private label product is a simple, objective, and managerially useful product-market measure of brand equity. Measuring Brand Equity Across Products and Markets 102-120 * This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market
model, brand awareness and perceived quality represent common dimensions of brand equity (Yoo, Donthu, & Lee, 2000, p. 196). Moreover, to evaluate a firm’s brand equity, marketing performances that positively related to brand equity will lead to a more favorable behavioral response from consumers.
Advertising endorser play a key role on information transmission between manufacturers and consumers. Its purpose is to draw consumers’ attention and interest in order to achieve the object of communication with consumers. This research is mainly in the discussion of the influences of endorser, brand image, brand equity, price promotion on purchase intention, and the results of the study are
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer re- sponse to the marketing of the brand.
In simple terms, “brand equity” is a construct that is designed to reflect the real value that a brand name holds for the products and services that it accompanies. Measuring brand equity is considered important because brands are believed to be strong influencers of critical business outcomes, such as sales and market share.
The purpose of brand equity metrics is to measure the value of a brand.A brand encompasses the name, logo, image, and perceptions that identify a product, service, or provider in the minds of customers.It takes shape in advertising, packaging, and other marketing communications, and becomes a focus of the relationship with consumers.
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Aaker, D.A. (1996) Measuring Brand Equity across Products and Markets. California Management Review, 38, 102. changing the businesses’ method re-sponding to consumer’s needs and wants and increasing the chances for firms to market their products and services in a customized and personal

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