Brand Equity Management: Customer-Based Brand Equity Model

The Brand promise is the essence of the benefits that customers can expect to receive from experiencing a brand‟s products/services, which reflects the heart, soul, and spirit of the brand. The point about brands is that their area of influence is in perception, and this perception works in many directions: not only does it add appeal to the product for the consumer, it also brings confidence to the producer and improves the reputation of the industry and the country which makes it. Building a strong brand is the goal of many organizations and the power of a brand lies in what customers have learned, felt, seen, and heard about the brand. Brand equity is a valuable, fragile, firm asset. from a marketing perspective, brand equity is referred to as consumer-based brand equity, several researchers have explored brand equity measurement based on customers‟ perspectives. This article presents a model of customer-based brand quality by reviewing the literature.

کلیدواژه ها:

Brand ، Brand management ، Brand equity ، Customer-based brand equity