Just what is brand equity? Essentially, brand equity is the perceived worth of the brand and its image, and the strength of the brand to convey this to the marketplace. Or, in the words of David Aaker ...
A. Deighton. "Decomposing a Brand's Customer Franchise into Buyer Types." In Brand Equity and Advertising: Advertising's Role in Building Strong Brands, edited by D. A. Aaker and A. L. Hillsdale.
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