Creating Brand Equity 1
Creating Brand Equity
Melinda S. Williams
Liberty University
BUSI 520: Strategic Marketing Management
Dr. Muriel Wilson
February 14, 2021
Creating Brand Equity 2
Creating Brand Equity
Concept
Creating brand equity is one of the most powerful marketing strategies. The concept of
brand equity can be summed up as the subsequent value attributed to a company’s name or
symbol as a result of how the consumer views the brand by comparing positives with negatives
(Marshall & Johnston, 2019). The idea of brand equity involves several aspects, according to
David Aaker (Marshall & Johnston, 2019). The first is brand awareness and whether or not a
customer knows the brand and may become committed to it (Marshall & Johnston, 2019). The
second, is brand loyalty and whether or not customers will repeatedly purchase from the brand
and promote it to others because of a previously positive experience and knowledge that the
brand is worthwhile (Marshall & Johnston, 2019). The third aspect is perceived quality and
whether the customer perceives the brand as a quality brand or not (Marshall & Johnston, 2019).
The fourth, is brand association where an emotional, psychological or understanding of
performance becomes an underlying association of the brand which then leads the customer to
purchase from the brand (Marshall & Johnston, 2019). The last aspect of brand equity are brand
