What makes brands special or valuable?
While there are many ways to think about this, focusing on the concept of brand equity can help.
Brand equity helps explain which aspects of a brand add or take away from the value a brand’s products or services provide.
According to organizational theorist David Aaker’s brand equity model, five categories of brand assets and liabilities contribute to the value a brand provides. These are: brand awareness, perceived quality, brand loyalty, brand associations, and other brand assets.
Take this course, and see how these five categories help explain what makes brands unique in the minds of customers and valuable for companies.