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Brand Equity: The Five Assets

You start a conversation about the club's brand and five minutes in everyone is talking about the logo. Meanwhile the club already owns five things nobody paid for, and nobody is talking about those.

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David A. Aaker (1938–) · 1991
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.
What you do first

In one hour fill a sheet with five columns: loyalty, awareness, perceived quality, associations, other assets. Write only what you can prove — how many people came to more than one event last year, for instance. An empty column is next year's target.

Who thought of it
DA1991
David A. Aaker (1938–)
1991

The full biography is on the public version →

No freely licensed likeness of this person exists, so this is a generated emblem. It is not a portrait.

Where this runs in the platform

These screens carry out this specific work. Every published work in the library also has at least an exercise — it is at the foot of this page.

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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

Competencies
Brand and valueStrategyContinuity
On your club's competency map
Brand and value Strategy Continuity

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The public version
Brand Equity: The Five Assets

The same work written at length: what it claims and what its evidence is worth.

Check it yourself

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