Aaker (1991)

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Aaker (1991) - Managing Brand Equity

Brand equity is the assets minus the liabilities of the perceptions of the brand by consumers. The greater the assets, the greater the brand equity.

There a numerous ways to increase brand equity, including:

• Brand loyalty
• Brand awareness
• Brand associations
• Revitalising brand equity

Brand loyalty

Brand awareness

Brand associations

Revitalising the brand