Brand Equity is an amorphous concept that is generally dissected in the abstract. In his book, Managing Brand Equity, David Aeker, professor emeritus at the Haas School of Business and the eponymous author of the Aeker Model for valuing brand equity, defines brand equity as:
...a set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm's customers.
* Brand loyalty;
* Name a...