Brand Equity

Brand equity is a set of brand assets and liabilities associated with a brand, name, and symbol that add or subtract the value provided by a goods or services to the company or enterprise customers. Strong brand can already be certain to dominate the market, because the brand is the most valuable corporate asset, which can be used to predict survival.
According to David A. Aaker, there are four main elements of brand equity, namely:

Brand Awareness (brand awareness)
Brand awareness is the ability of a potential buyer to recognize, to recall a brand as part of a particular product category.

a. Top of Mind
Top of Mind describes the first brand that respondents remembered the first time called in question when asked about a product category.

b. Brand Recall
Brand Recall or admonishment back brand brands reflect what the respondent remembered after mentioning the brand was first mentioned.

c. Brand Recognition
Is the minimum level of brand awareness. This is important when a buyer choose a brand when purchasing.

d. Brand Unaware
Brand Unaware is the lowest level of brand awareness pyramid, where consumers are not aware of the existence of a brand.

Brand Association (brand association)
Brand Association is any impression that comes to mind someone related to her memory about a brand. Associations related to a brand is generally associated with a variety of the following:
a. Product attributes (product attribute)
b. Intangibles attributes (attributes intangible)
c. Customer's benefits (benefits to the customer)
d. Relative price (relative price)
e. Application (use)
f. User / customer (user / customer)
g. Celebrity / person (famous people / audience)
h. Life style / personality (lifestyle / personality)
i. Product class (class of products)
j. Competitors (competitors)
k. Country / geographic area (country / geographical area)

Perceived Brand Quality (impression of quality brand)
Perceived Brand Quality is the customer perception of quality or excellence of a product or service related to what is expected by the customer. Referring to the opinion of David A. Garvin, Perceived Quality dimension is divided into seven, namely:
a. Performance: involvement of the main operational characteristics.
b. Services: reflects the ability to provide service on these products.
c. Resilience: reflect the economic element of the product.
d. Reliability: consistency of performance that generated a product from one purchase to the next purchase.
e. Product Characteristics: additional parts of the product (feature).
f. Compliance with the specification: a view of the manufacturing process quality (no defects) in accordance with predetermined specifications and tested.
g. Results: The lead to the perceived quality involving six dimensions previously.

Brand Loyalty
Brand loyalty is a measure of the customer relationship to a brand. A customer who is loyal to a brand will not easily move their purchases to other brands, no matter what happens with the brand.
The level of brand loyalty are as follows:
a. price-sensitive buyers (switcher)
b. buyers who are habits (habitual buyer)
c. buyers are satisfied (satisfied buyer)
d. buyers who love the brand (the brand liking)
e. buyers who commit (Committed buyer)