This element of brand identity focuses on the relationships a company has with its customers. This element also focuses on the values and culture of a company, such as its mission statement. For example, a small business may have a strong reach with local customers in its geographic area, while a large corporation may have a much broader reach with a wide audience. This element of brand identity may include the location of a company and the reach of its products or services. The brand as an organization element refers to the attributes of the organization.
This element can also include the customers who use a product and the way they use the product. It considers the product's quality and its value for customers.
It includes the product's scope, which is the set of features that characterize the product. This element of brand identity focuses on the product or service that a company provides for customers. The elements of brand identity in the Aaker model are: Brand as a product The Aaker model includes several elements that a company can use to determine its brand identity, which can help a company build and maintain its brand equity. Increase customer satisfaction: According to the model, brand equity helps customers feel confident in the quality of a brand, which can increase their satisfaction with the company.Įlements of brand identity in the Aaker model Influence purchasing decisions: The Aaker model believes brand equity can increase customers' confidence in their purchasing decisions because of their familiarity with the brand. Help retrieve information: The model suggests that brand equity can help customers learn, understand and retrieve more information about a brand. According to the model, brand equity can: These assets can help a company increase the value of its products or services, which can have several benefits for the customer. This model interprets brand equity as a combination of a brand's awareness, loyalty and perceived quality. It's named after David Aaker, a former professor at the University of California, Berkeley, who introduced the concept in the 1990s. There are different theories about how marketers can identify, measure and strengthen a company's brand, including the Aaker Brand Equity Model. Read more: What Is Brand Equity? What is the Aaker model? Brand equity is an important concept that can help marketing professionals increase customer loyalty and improve the public's perception of the company. A company has more brand equity when customers can easily recognize the company because of its brand.
For example, a brand can be the company's name, logo and products. In marketing, a company's brand is a set of features that helps customers identify the company. What is brand equity?īrand equity is a term that represents the value of a company's brand based on its recognition. In this article, we discuss brand equity and the Aaker model, describe the elements of the model and list the components of brand equity in the Aaker model. If you're a marketing professional, you can use the Aaker Brand Equity Model to create a strategy that can help expand your company's brand equity, which can lead to increased customer loyalty and satisfaction. There are many ways to build brand equity, which is the value of a company's brand.
A company's brand is important because it can determine how customers view the quality of its products or services.
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