In Building Strong Brands, David Aaker defined "brand equity" as follows:
Brand equity is a set of assets (and liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm's customers. The major asset categories are:Branding is mostly about building and maintaining brand equity.
- Brand name awareness.
- Brand loyalty.
- Perceived quality.
- Brand associations.