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Understanding and Modelling Brand Equity

Anne Martensen (Department of Marketing, Copenhagen Business School, Solbjerg Plads 3, 2000 Frederiksberg, Denmark)
Lars Grønholdt (Department of Marketing, Copenhagen Business School, Solbjerg Plads 3, 2000 Frederiksberg, Denmark)

Asian Journal on Quality

ISSN: 1598-2688

Article publication date: 21 August 2003

Abstract

The most successful companies today are said to have strong brands. But what is a strong brand? What makes a brand strong? How do we build a strong brand? This paper develops a customer‐based brand equity model to help address these important questions. The developed model is a cause‐and‐effect model linking customer‐brand relationships to rational and emotional brand associations, as well as rational and emotional brand evaluations. The customer‐brand relationships are characterized by loyalty, based on both behaviour and attitude. As branding is a very complex concept, it is important to determine which of the many branding elements should be included in the model. This paper discusses why a given aspect is important for a brand’s equity and which relations exist between the included variables from a theoretical perspective. The model provides insight into the creation of a brand’s equity and can thus be used in the brand management process to achieve brand excellence.

Keywords

Citation

Martensen, A. and Grønholdt, L. (2003), "Understanding and Modelling Brand Equity", Asian Journal on Quality, Vol. 4 No. 2, pp. 73-100. https://doi.org/10.1108/15982688200300021

Publisher

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MCB UP Ltd

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