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Understanding and Modelling Brand Equity  

Martensen, Anne (Department of Marketing, Copenhagen Business School)
Gronholdt, Lars (Department of Marketing, Copenhagen Business School)
Publication Information
International Journal of Quality Innovation / v.4, no.2, 2003 , pp. 73-100 More about this Journal
Abstract
The most successful companies today are said to have strong brands. But what is a strong brand\ulcorner What makes a brand strong\ulcorner How do we build a strong brand\ulcorner 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
Brand management; brand equity; emotional associations; emotional evaluations; customer loyalty;
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