Aaker Model

The Aaker Model, developed by marketing expert David Aaker, is a framework for understanding brand equity, which refers to the value a brand adds to a product. It consists of four main components: brand awareness (how well customers recognize the brand), brand loyalty (how likely customers are to stick with the brand), perceived quality (the customer's view of the brand's overall quality), and brand associations (the emotions and thoughts connected to the brand). Together, these elements help businesses assess the strength of their brand and guide strategies to enhance customer relationships and market position.