Brand Management: Research, theory and practice

links are what bind them together. The links vary in strength depending on how
well the association is stored in long-term memory.
In order to measure whether a brand has customer-based brand equity, brand
knowledge has to be mapped, implying that brand awareness and brand image – in
the mind of the individual consumer – have to be measured. Brand awareness is a
prerequisite for customer-based brand equity. If the consumer is not aware of the
brand, it is not relevant to talk about brand equity in the first place; then the
company competes on the product rather than the brand. Brand awareness consists
of brand recognition and brand recall.

• Brand recognition. Does the consumer recognize the brand name? The
  consumer must confirm having had prior exposure to the brand.


• Brand recallis a bit more demanding of the consumer. Here, the brand has to
  be recalled on the mention of a cue (e.g. the product category).

The consumer-based approach 93

Types of

Brand

Associations

Brand

Recognition

Brand

Recall

Favorability

of Brand

Associations

Strength of

Associations

Uniqueness

of Brand

Associations

Brand

Knowledge

Brand

Awareness

Brand

Image

Price

Packaging

User

Imagery

Usage

Imagery

Attributes

Benefits

Attitudes

Non-product-

related

Product-

related

Functional

Experiental

Symbolic

Figure 6.7Dimensions of brand knowledge; reprinted with permission from Journal of
Marketing, 57 (1993), published by the American Marketing Association, K. L. Keller,
‘Conceptualizing, measuring, and managing customer-based brand equity’, p. 7