Healthy Skepticism Library item: 13286

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Keller KL.
Conceptualizing, Measuring, Managing Customer-Based Brand Equity
Journal of Marketing 1993 Jan; 57:(1):1-22
http://www.marketingpower.com/content17640.php

Abstract:

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.

Keywords:
*BRAND equity *CONSUMERS' preferences *CUSTOMER retention *BRAND image *BRAND identification *MARKETING mix *BRANDING (Marketing) *MARKETING research *BRAND differentiation *MARKETING strategy *CONSUMERS -- Attitudes *CONSUMERS -- Research