Brand Equity
Brand Equity (Aaker Model)
Brand value as a set of assets: awareness, associations, perceived quality, loyalty, and proprietary assets.
Complete guideCustomer-Based Brand Equity (Keller/CBBE)
Keller's pyramid: equity built in consumers' minds from salience through performance and imagery to judgments, feelings, and resonance.
Complete guideBrand Salience
The propensity of a brand to come to mind in buying situations, the memory foundation of market share.
Complete guideMental & Physical Availability
Sharp's law-like finding that brands grow by being easy to think of and easy to buy for as many category buyers as possible.
Complete guideDistinctive Brand Assets
Ownable sensory devices (logos, colors, sounds, characters) that trigger the brand without the name.
Complete guideBrand Strategy & Identity
Brand Positioning Statement
A concise internal articulation of target, frame of reference, point of difference, and reason to believe.
Complete guideBrand Archetypes
Mark & Pearson's twelve Jungian character patterns (Hero, Outlaw, Sage…) used to give brands coherent personalities.
Complete guideVerbal Identity & Tone of Voice
The codified language system (naming, vocabulary, syntax, tone) through which a brand is recognizably itself in words.
Complete guideVisual Identity
The designed system of logo, color, typography, and imagery that makes a brand recognizable at a glance.
Complete guideColor Psychology in Branding
Using color's learned and cultural associations deliberately to support recognition and intended brand meaning.
Complete guideGolden Circle (Start With Why)
Sinek's model that inspiring brands communicate from purpose (why) outward to how and what.
Complete guideBrand Architecture
Brand Architecture
The organizing structure of a brand portfolio defining how master brands, sub-brands, and endorsements relate.
Complete guideBranded House vs. House of Brands
The spectrum from one master brand covering everything (branded house) to a portfolio of standalone brands (house of brands).
Complete guideBrand Extension
Leveraging an established brand name to enter a new category, trading equity transfer against dilution risk.
Complete guideCo-Branding
Two brands jointly marking one offer so each borrows the other's associations and audiences.
Complete guideBrand Health & Measurement
Brand Health Audit / Tracking
Ongoing measurement of awareness, consideration, usage, and preference to diagnose and steer brand performance.
Complete guideAided vs. Unaided Awareness
Whether buyers recall a brand spontaneously or only recognize it when prompted, different depths of memory.
Complete guideBrand Consideration & Preference
Funnel measures of whether the brand makes buyers' shortlists and wins their stated choice.
Complete guideRebranding
Deliberately changing identity, positioning, or architecture to reset what the market believes about the brand.
Complete guide