Glossary
Brand Equity
Also known as · Markenwert, Brand Value
Brand Equity is the commercial value that arises because a product carries a particular brand rather than none.
Brand Equity is the commercial value that exists because a product carries a particular brand rather than none. It shows up in two places: people choose the brand more readily, and they accept a higher price for it.
Why Brand Equity matters
For many companies the brand is among the most valuable assets on the balance sheet, yet it is managed less rigorously than machinery or inventory. Treating it as an asset changes the questions asked: not what a campaign cost, but what it built.
Where Brand Equity comes from
- Memory structures. What people associate with the brand, and how easily those associations surface.
- Recognition. Distinctive Brand Assets that make the brand identifiable at a glance.
- Consistency over time. Equity accumulates slowly and erodes quickly when signals change.
Because it builds over years, Brand Equity is best steered with continuous measurement rather than campaign-level reporting.
Source · Markenforschung, u. a. Aaker und Keller
Related terms
Distinctive Brand Assets
Distinctive Brand Assets are the non-verbal elements — colours, shapes, characters, sounds — that let people identify a brand without seeing its name.
Meaningfully Different
Meaningfully Different is Kantar's framework for brand strength: brands that meet needs, stand apart and come to mind easily command more volume and higher prices.
Mental Availability
Mental Availability is the probability that a brand comes to mind in a buying situation — how easily and how often it is noticed, recognised and thought of.