What Is Aake Brand Equity Model

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2.2.4.2 Fake Brand Origin Heritage As connecting your brand to COO became such an important aspect in branding and market-ing, few companies have built their brand on country aspects even when they operate in com-pletely different part of the world (Chang, 2006). It is necessary to understand that even though brand have a relation to a certain country, it actually does not have an obligation to that place. We can see this in fashion industry as Armani (Italian clothing brand) products are produced in many developing countries, therefore Armani should be called brand with origin, rather than product with origin. Aaker (1996) suggested that even though COO is used as core feature in brand identity building, it sometimes can be changed. Thakor…show more content…
This model pinpoints 4 main aspects of brand equity (+ 1 supporting as-pect), which shows to what extent strong brand influences buyers product and brand evalua-tions. For every brand category, the COO of the brand has a significant effect on the brand equity (Saydan, 2013). There are also a number of micro-related predictions that follow the conceptualisation of this particular type of equity as a four-dimensional construct. 2.2.5.1 Brand…show more content…
Researcher continued that brand associations can be defined as information which is situated in customer’s mind in relation to brand. Both Keller (1993) and Aaker (1991) said that country of origin can emerge as brand association which may affect brand’s equity. Yasin et al (2007) have explained that individuals establish their preferences and interest for a brand basing their perception on brand’s country of origin. Authors added that brand’s usually are associated with favourable brand country’s image. For this reason, positive information about country is used as a basis for developing conducive position towards the brand. Previous aca-demic literature (Thakor and Lavack, 2003; Thakor, 1996) acknowledged strong associations between country of origin and the brand, moreover findings from other studies (Hamin and Elliot, 2006; Anderson & Chao, 2003) identified powerful effect of country of origin infor-mation on brand equity. In their study Thakor and Lavack (2003) revealed that brand’s origin plays significant role in shaping a brand’s image. Pappu et al (2006) explained that customers brand image alters when brands country-of-origin changes, they also mentioned that individ-uals have specific country based brand images. In their later work Pappu et al (2007) high-lighted that

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