aeratus/gslk
LietuviųLog inStart free →
← All foundations
1991Brand

Brand Equity: The Five Assets

David A. Aaker (1938–)1 min read
The point, in one line

There is no money for advertising, yet a club already owns all five brand assets and bought none of them. Aaker names them, and a named thing is something you can actually protect.

How it works

A club already owns all five brand assets and bought none of them; Aaker's list lets you name them and see which one you are spending.

Brand loyaltyHow many came to more than one event last year. A number from the sign-ups.
Name awarenessRecognising it on sight; recalling it unprompted. The second costs far more.
Perceived qualityHow you look next to whoever you are being compared with.
Brand associationsFaces, colours, a place, a feeling, a story arriving with the name.
Other proprietary assetsThe registered name, the accounts, the partner list, the archive.
An asset with a name can carry a target: you see which one you hold and which you are losing by accident.
The same thing, in your club
  1. The situation

    The club says it has no brand — the logo is old and there is no money for advertising.

  2. What the model says

    All five are already accumulated. Awareness came from a corridor conversation, loyalty from the people who came back a second year. And a badly run event here is not a zero, it is a minus.

  3. What you do

    Spend an hour filling five columns with only what you can prove; an empty column is next year's target.

What it claims

The full text is loading from the library. If it never appears, the connection to the database failed — reload the page.

Who created it

DA1991
An illustrated emblem, not a portrait.
David A. Aaker (1938–)
1991

The full text is loading from the library. If it never appears, the connection to the database failed — reload the page.

Why this is your problem

The full text is loading from the library. If it never appears, the connection to the database failed — reload the page.

Why gslk uses it

The full text is loading from the library. If it never appears, the connection to the database failed — reload the page.

Where it runs in the product

The full text is loading from the library. If it never appears, the connection to the database failed — reload the page.

Source

The full text is loading from the library. If it never appears, the connection to the database failed — reload the page.

Rights and licence
In copyright

The primary source is in copyright. This page retells it in our own words and cites it rather than reproducing it.

What this connects to

These works are related to the one you just read — and not by accident:

Marketing Myopia
Theodore Levitt (1925–2006) · 1960

shared competencies: Brand and value, Strategy

Plutarch: character is revealed by deeds
Plutarch (Lucius Mestrius Plutarchus, c. AD 46 – after AD 119) · c. 100

shared competencies: Brand and value, Continuity

Polybius' mixed constitution: why good organisations decay with nobody to blame
Polybius (c. 200 – c. 118 BC) · c. 150 BC

shared competencies: Strategy, Continuity

Quintilian: the good man skilled in speaking
Marcus Fabius Quintilianus (c. 35 – c. 100) · c. 95

shared competencies: Brand and value, Continuity

Grounds these competency domains

Of the ten gslk competency domains, this work grounds:

Brand and valueStrategyContinuity
The student version
Brand Equity: The Five Assets

The same work written for a member: what to do with it in the club.

Check it yourself

Links to publishers and libraries. There are no links to unauthorised copies here, and there will not be.

Links open in a new window.