Aaker (Kotler, 2006) Brand equity is a set of assets (and liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm's customers. The major asset categories are:
- Brand Awareness
- Perceived Quality
- Brand Association
- Brand Loyalty
- Other Proprietary Brand Assets (Brand Identity, license)
 Brand equity is a set of assets (and liabilities) linked to a brand's name and symbol that adds to (or subt...){kind=link}
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