Aaker Model of Brand Equity

• It's named after David Aaker, a former

professor at the University of California,
Berkeley, who introduced the concept in the
1990s.
• This model interprets brand equity as a
combination of a brand's awareness, loyalty
and perceived quality. 
 Aaker says that there are five components of controlling brand equity.
The higher the data scores for these, the closer the product is to
achieving brand equity:

• Brand awareness: how known is the brand to the public? Like the

Keller model, this is the starting point of building brand equity.
• Brand loyalty: how loyal are people to the brand? Loyalty is hard for
competitors to copy, so it gives a brand time to respond to competition.
• Perceived quality: is the brand known or expected to deliver good
quality products? Quality above features will give a product the edge
with consumers – for a while, until they begin to demand the features.
• Brand associations: what do people feel when they see the brand? The
cognitive, split-second reaction to seeing the brand on adverts, during
the buying process, the ‘feel-good factor’, the number of available
brand extensions and differentiations.
• Patents, IP and trading partners: brands with higher accumulated
proprietary rights have a competitive edge against other brands.