Aaker's Four Dimensions Of Brand Equity Case Study

For years after the terrible acts of 9/11 the United States Government used many different tactics to acquire information about Osama bin Laden and the terrorist group known as Al Qaeda, who was involved with them, and what they were planning next. The way the government, the CIA specifically, tried and succeeded in torturing its detainees was astounding and sometimes stomach churning as shown in the movie, Zero Dark Thirty, and it’s no wonder that President Obama reformed the laws and regulations that President George W. Bush installed and allowed the CIA to do. The second item about torture for military use was the reliability of the techniques and how often and how much information was actually acquired from

In 44 B.C., at age seventeen, Octavius went to Apollonia to finish his academic and military training. While in Apollonia, Octavius learned of the assassination of his great-uncle, Julius Caesar. Upon his return to Rome, he found out that Caesar’s will made him, Caesar’s adopted son and heir to his political and personal fortune. Octavius was advised not to accept the inheritance because of his youth and inexperience in Roman politics. Nonetheless, he accepted his inheritance. As a result of his adoption and Roman custom protocol, Octavius’ name changed to Gaius Julius Caesar (hereafter “Octavian”), which was necessary for securing military support and funds. Julius Caesar’s supporters, including many from the Senate, rallied around Octavian

Brand equity is a consumer-based concept (Elliot 2017) and strategic asset of a company that encompasses the idea of the added value a brand contributes to a product. Influenced by consumer choices, it is the characteristic of a brand that indicates high levels of performance and determines the success of companies.

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Brand equity is defined as the name, sign, term, symbol or design of what makes the goods or services different from those competitors and for seller groups. Although, the meaning indicates that it is the added value that has been brought with product or service; reflecting the consumers’ response: satisfaction, expectations, etc.

The CBBE model approaches brand equity from the perspective of the customer – whether customer is an individual or an organization. The CBBE model provides a unique point of view as to what brand equity is and how it should best be built, measured and managed. The power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time. The big challenge for marketers is to ensure that customers have the right type of experiences with their products and services. In order to do this, marketers must develop marketing programs in way that best fit into customers’ mind and linked the brand to the desire customers’ feelings,

1. Aaker, D. A., (1996) ‘Measuring Brand Equity Across Products and Markets’, California Management Review, 38 (3) pp.102-120

Successfully building, managing, and tracking the brand equity of brands are main goals of brand management. The brand strategies are flexible to fit the increasing competitive market and customers’ brand knowledge. It is more and more difficult to maintain the customer’s brand loyalty. Thus, it becomes crucial to understand brand equity and brand building processes

The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image), brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques. Once you know what you want to measure, it is important to look at the original sources cited to understand how to properly use these techniques. Кеller’s (2003) ехсеllеnt book also provides detailed information on each concept and its

The value given to the brand by the consumer is the brand’s equity. The brand obtains its

This results in the consumers differentiating the brand from its competitors as a result of likelihood of consumers purchasing the brand. Hsieh & Huang, 2013 also suggested “the connection between brand and brand image is complementary. A positive image not only shows the characteristic of a brand, catching people’s attention, but also promotes the positive merits and values of a brand, as well as the loyalty of consumers.” Hence, the author believes that as brand image is described as a perceptual phenomenon also acts as an important factor that contributes to the perception differences among

The brand loyalty of the customer base is often the core of a brand's equity. If customers are indifferent to the brand and, in fact, buy with respect to features, price, and convenience with little concern to the brand name, there is likely little equity. If, on the other hand, they continue to purchase the brand even in the face of competitors

The article is explained according to three important perspectives that is from the view point of the practitioner, the consumer and the scholar. A major point in branding is the brand image. In conclusion it explain how the brand is considered as the core of marketing and how everything evolves around the brand within the company.

Brand is a term that enables the pubic to easily identify a certain company, their offerings in term of goods and product. It is the image that a certain company produces to the public. Brand is a set of expectations, memories, stories and relationship that engaged together, for a consumer’s choice to choose a product or service.

However, two questions often arise; What makes a brand strong and how do you build a strong brand. Keller developed the Customer-Based Brand Equity (CBBE) model on how to build a strong brand by following four steps (2001). It provides a unique perspective on what brand equity is and how a brand should be built, measured and managed. The four dimensions represent fundamental questions that customers invariably ask about brands and relate to brand identity, brand meaning, brand responses and brand