Evolución y caracterización de los modelos de Brand Equity

Abstract

The Brand Equity has been popular since the early 1980's. Its importance being that the brand is an intangible asset of great importance within companies, due to the personality of the product, as well as a being a unique element, a differentiator and of great value to consumers. Aaker defines it as the value that consumers associate the brand with the dimensions of brand awareness, brand associations, brand loyalty and perceived quality. However, for Keller it is a differential effect of the brand awareness of the consumer in response to the acquisition of the same. The aim of this paper is to show the importance of Brand Equity from the evolution of the definition of the term, to the authors who have contributed to the construction of the concept, and a conceptualization of models developed with these variables contemplated.

Keywords

• Brand
• Brand Equity
• Brand awareness
• Brand loyalty
• Brand associations
• Perceived quality