The document discusses brand equity and its key aspects. Brand equity refers to the added value provided by a brand to both customers and a firm. It is represented by a set of assets or liabilities linked to a brand's name and symbol. Major brand equity asset categories include brand name awareness, perceived quality, brand loyalty, and brand associations. Strong brands create value for customers by helping them process information and for firms by allowing premium pricing and reducing promotional costs.

9. Customer-Based Brand Equity Model Consumer- Brand Resonance Brand Salience Consumer Judgments Consumer Feelings Brand Performance Brand Imagery INTENSE, ACTIVE LOYALTY RATIONAL & EMOTIONAL REACTIONS POINTS-OF-PARITY & POINTS-OF-DIFFERENCE DEEP, BROAD BRAND AWARENESS