Brand equity has been researched from a variety of
perspectives, but there is general agreement that the notion
involves the marketing effects uniquely attributable
to the brand [2–4]. Indeed, Aaker’s model [2], which proposed
five sources of brand equity (brand name awareness,
brand associations, other proprietary brand assets,
perceived quality, and brand loyalty), has been influential
in structuring the way industrial branding has been researched
here. The model in Figure 1 postulates that
brand equity is derived from four main, interacting components,
namely brand name benefits, brand sponsor
strategy, the differential advantages of brands, and the
generators of brand loyalty. Figure 1 also indicates the
relationship of the model’s four components to Aaker’s
five sources of brand equity and links the benefits of
brand names to companies’ perceived performance.
机器翻译的。