Definition

According to David A. Aaker (1991), brand equity is “a set of brand assets and liabilities linked to a brand name and symbol that add to or subtract from the value provided by a product or service.”

Introduction

A brand isn’t a logo—it’s a memory shortcut in the consumer’s mind that drives choice and trust.

Explanation

1️⃣ Brand Identity – visual and verbal symbols.
2️⃣ Brand Meaning – emotional and functional associations.
3️⃣ Brand Response – how consumers evaluate performance and imagery.
4️⃣ Brand Resonance (Keller’s Model) – deep bond and loyalty.

Key Takeaways

• Equity drives price premium and loyalty.

• Consistency builds trust.

• Experiences create brand memory.

Real-World Case

Apple’s “Think Different” cemented brand resonance through emotional connection and design consistency.
Reference: https://www.apple.com