ABSTRACT
While a brand is a name, often a logo, and sometimes even a slogan or positioning statement, the development of brand equity is a much more involved process. K. L. Keller developed the concept of brand association, conceiving 'consumer-based brand equity' as being composed of brand awareness and brand image. The author’s first attempt at applying brand equity to sport utilised D. A. Aaker's conceptual framework as a foundation for better understanding intercollegiate athletics. Because the framework expressed clear antecedents and consequences of brand equity, the utilisation of Aaker model to analyse the position of a brand was a natural extension. The wealth of sport research provided an excellent foundation to identify potential brand associations. Keller explained customer-based brand equity as 'conceptualized from the perspective of the individual consumer and a conceptual framework is provided of what consumers know about brands and what such knowledge implies for marketing strategies'.
