ABSTRACT
What causes certain products—such as Campbell's Soup or Coca-Cola—to have high brand equity whereas others don't? Not surprisingly, such brand equity is highly related to the set of mental associations one has with a brand (Aaker & Keller, 1990). In this chapter, we propose that a brand's equity can be influenced by a consumer's perception of a product's versatility and also by the specific attitude a customer has about using or consuming the product in a new way or in a different situation. In effect, a company can increase a brand's equity by increasing the number of different consumption situations that consumers associate with a product.
