chapter  11
33 Pages

Brand Equity

Brand equity reflects the importance that brands have for consumers, companies, organisations, channel distributions and the financial markets. This chapter presents seven scales to measure brand equity such as cross-national consumer-based brand equity scale, team sports industry scale, multi-dimensional customer-based brand equity scale, customer-based brand equity, consumer-based brand equity scale, retail or service brand equity scale and employee brand equity scale. Marketing managers develop strategies in order to enhance brand equity and need to optimise their brand portfolio in a global environment. To operationalize brand equity, researchers mainly have referred to two main frameworks such as Keller's and Aaker's. Keller conceptualises brand equity under brand knowledge including two components are brand awareness and brand image. Aaker conceptualises brand equity with five main dimensions are brand awareness, perceived quality, brand associations, brand loyalty and other brand assets which are in general omitted as not related to consumers.