Brand equity refers to the added value provided to products and services by a brand. It is measured by how consumers think, feel and act towards the brand and is reflected in prices, market share and profits. David Aaker views brand equity as consisting of brand awareness, brand associations, perceived quality, brand loyalty and other proprietary assets. Marketers build brand equity by choosing memorable and meaningful brand elements, designing holistic marketing activities, and creating the right brand knowledge structures with consumers. Managing brand equity requires reinforcing, revitalizing or addressing crises to change brand knowledge over the long term. Brand portfolios introduce multiple brands to attract varied customers while minimizing overlap between brands.

1. Part 4 : Building Strong Brands Chapter 9 – Creating Brand Equity