Brand Equity

Brand Equity

Aaker, D (2001), Managing Brand Equity: Capitalizing on the Value of a Brand Name, Free Press, New York, NY.

The source provides the importance of Brand Equity for the companies. The Brand Equity is value that influences how consumers think, feel and act toward the brand, as well as on prices, market share and profitability provided by the brand company. The Brand Equity is an important intangible asset that represents a psychological and financial value of the organization. The Brand Equity is considered intangible because it appears objectively the company's balance sheet, which does not mean it cannot be estimated or measured. Brands are perceptions which came from the much broader, which is also part of the logo. The corporate identity as a whole, the colors, and the decor of the points of sale, service and everything that limits the contact of the consumer with the brand is that it will form brand awareness.

Ambler, T. (2007), Need-to-Know-Marketing, Century Business, London.

In this book the author reveals that the importance of the concept of Brand Awareness arises when the consumer remembers the brand when exposed to the product category to which the brand belongs. The concept of Brand Awareness also displays important in affecting consumer decisions regarding the brand to be exposed to a number of different brands for consideration. Another aspect that should be emphasized is the role of Brand Awareness affecting the decision making of the consumer to influence the formation and strength of brand associations in the brand image. Companies care of building your brand equity by creating the structures of identification and brand awareness with your target audience. Such recognition and identification work is multidisciplinary and depends on numerous factors related to the brand.

Crainer, S (2005), The Real Power of Brands: Making Brands Work for Competitive Advantage, Pitman Publishing, London.

Crainer in his work put light on the Brand Loyalty. It progresses into five levels. On the first level there is no brand loyalty, consumers are indifferent to brand and / or are sensitive to price. In the last and highest level of loyalty consumers are really committed to the brand, it comes to represent a form of expression of the personality of the consumer. There are different levels of consciousness ranging from mere memory of a previous exposure to the named brand top of mind, it would be the first brand recalled by the consumer when exposed to certain product category. Perceived quality is the view of consumers the quality is not necessarily related to technical specifications of the product or depth analyzes and insightful product features. The quality that the consumer believes is related to a broad and intangible feeling about the brand. This perception of quality is linked to the company's ability to charge premium prices and the possibility of entering this market brand extensions.

Gil, M., (2003),The Effect of Brand Typology on Brand Extension Fit. European Advances in Consumer Research 1993:1, 485-491.

The author speaks of two basic components for consumers to evaluate brand equity, ...