Marketers often operate on the notion of "a strong brand." But what do they mean when using the word "strong"? First of all, it refers to what is called brand equity. Your brand is strong, if its capital large. Some contend that U.S. Mint shows great expertise in this. But let's look at what makes a great brand equity and how you are building? Since the early 1990's. there was a set of definitions of the term "brand equity", although there is still little consensus on how it measure is not achieved. For example, in his book, Managing brand equity, published in 1991, David Aaker defined brand equity as follows.
"Brand equity – a combination of assets and liabilities associated with the brand, its name and symbol, which build or weaken the value the products and services company and / or its customers. Assets and liabilities on which brand equity can be different and depend on context. However, in general they can be useful and grouped into five categories: 1.Loyalnost brand. 2.Osvedomlennost of the name. 3.Vosprinimaemoe quality. 4.
caused by a brand, in addition to perceived quality. 5.Drugie corporate assets: patents, trademarks, relations in distribution channels, etc. Despite the efforts of Aaker and other professionals are uniquely formulated the concept of brand equity to mid-1990 appeared so many conflicting definitions or indicators of brand equity that the term itself was in danger – they could stop using because of the excessively blurred understanding. K. Clancy, and P. Krieg revisited literature on brand equity and identified the following eight factors which, they argue, are the basis of brand equity: Extending the brand: a combination of brand awareness, advertising and product availability with taking into account the "weight" of each of these components.