The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences

Brand names are regarded among the most valuable assets owned by a company. A well-known and well-regarded brand name—one with a high level of equity or goodwill—can often be extended into new product categories, in a way that saves the extending company many of the expenses of establishing a new brand name (Aaker & Keller, 1990). As a consequence, companies acquiring others pay significant asset valuation premiums for the portfolio of brand names that are acquired.