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6‘  set
  set of assets
 brand¶s
  brand¶s name and
symbol  
 adds
adds to the value
       
firm and/or that firm¶s
customers
6 ‘  
 set
set of liabilities
  name
name and
symbol  
 subtracts
subtracts from the
value      
  firm
 firm and/or that
firm¶s customers
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6 ‘rand Loyalty:
Loyalty: Higher Loyalty to a brand is an
important asset. It can be utilized to persuade
customers for more purchase or for spreading word
of mouth.
6 Name Awareness:
Awareness: Creating Name Awareness is a
necessary condition for trial. Customers rarely
purchase an unknown brand.
6 Perceived Quality:
Quality: A known brand often conveys an
aura of quality. Customers own judgment about
quality induces purchase action.
6 ‘rand Associations:
Associations: Customers attach certain
subjective and emotional attachments which form a
part of the brand equity. Those associations together
form a brand personality, which suggests situations
and customers for whom the particular brand is
suited.
6 Other Assets:
Assets: Patents, Trademarks, etc. are valuable
other assets of a brand
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