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Brand equity

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Brand equity refers to the sum of consumer attitudes, perceptions, and behaviors associated with a brand, which contribute to its overall value. It is often expressed as a financial valuation based on research and past marketing investments. According to Aaker, this equity rests on five key factors: customer loyalty, brand awareness, perceived quality, brand associations, and other brand-related assets. This concept, which emerged in the 1980s, is also known as “brand equity” and continues to evolve with new research incorporating additional dimensions.

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  • Brand equity

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  • Brand Equity

    Brand equity, or brand capital, is a concept that emerged in the 1980s, emphasizing that a brand's value exceeds its revenue. It encompasses all consumer attitudes and behaviors toward the brand, as well as the associated benefits. This value can be expressed as a financial valuation based on research, past marketing investments, or the net present value of future cash flows linked to the brand. According to Aaker, brand equity rests on five pillars: customer loyalty, brand awareness, perceived quality, brand associations, and other specific strengths.

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