Brand Equity

In the last ten to fifteen years an increase is noticeable in the number of consumer products introduced by two brands through a brand alliance. Brand alliances can be defined as “a form of co-operation between two or more brands with significant customer recognition, in which all the participants’ brand names are retained”
Customer based brand equity model is that the power of a brand lies in what customers have learned, felt, seen, and heard about the brand as a result of their experience over time. Customer-based brand equity is defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.

Brand Equity as a Bridge

The power of a brand lies in the minds of consumers and what they have experienced and learned about the brand over time. Consumer knowledge drives the differences that manifest themselves in terms of brand equity. This realization has important managerial implications. According to this view, brand equity provides marketers with a vital strategic bridge from their past to their future. Brand equity can provide marketers with a means to interpret their past marketing performance and design their future marketing programs.