{"id":34734,"date":"2022-10-18T18:53:03","date_gmt":"2022-10-18T11:53:03","guid":{"rendered":"https:\/\/adsmo.vn\/mo-hinh-xay-dung-thuong-hieu\/"},"modified":"2026-03-09T16:17:17","modified_gmt":"2026-03-09T09:17:17","slug":"brand-building-model","status":"publish","type":"post","link":"https:\/\/adsmo.vn\/en\/brand-building-model\/","title":{"rendered":"2 branding models that any business must know"},"content":{"rendered":"

Do you know what makes a brand strong? There are many factors that make a strong brand. If you know and understand these factors, businesses can easily plan to build a brand<\/a><\/span><\/strong> effectively or turn a struggling brand into a successful breakthrough. And what businesses need right now are 2 important brand building models that any business needs to understand clearly to solve the “problem” of brand development.<\/span><\/p>\n

1. Brand Equity Model by David Aaker<\/h2>\n

Brand Equity (Brand equity<\/span><\/a>) refers to the value of a brand’s assets as determined by consumers’ perceptions and experiences. This is one of the factors that contribute to a higher financial value of a brand.<\/span><\/p>\n

David Aaker<\/strong> defines brand equity as a set of brand assets associated with the brand name and symbol, which contribute to increasing or decreasing the value of a product\/service. Another aspect that Aaker mentioned is that brand equity also provides value to customers. It influences purchase decisions and affects the quality of customer experience. <\/span><\/p>\n

David Aaker<\/strong>‘s brand building model provides a perspective on brand equity as one of the key components of modern marketing. He believes that Brand Equity includes 4 aspects: brand loyalty, brand awareness, brand association and other asset values, perceived quality.<\/span><\/p>\n

1.1 Brand Associations and other asset values<\/h3>\n

One of the asset values of a business is competitive advantage. It helps businesses build a solid foundation in the market to outperform competitors and lead the market for a long time. This has the effect of increasing brand value. <\/span><\/p>\n

Brand association is an attribute of the brand that appears in the minds of consumers when they think of your business. Like the Nike swoosh or the Pepsi blue, all of these create associations when thinking about these brands. Associations are formed through feelings of familiarity and distinctiveness, which help users retrieve or process information about a particular brand.<\/span><\/p>\n

A brand must have positive associations, be trusted by customers, and be distinguishable from competitors. <\/span><\/p>\n

Consumers form associations with the brand through media such as: advertising, news, PR, direct marketing, word of mouth, product quality, price, service, company employees, etc. Integrated communication is a general picture of all the brand’s touch points and creates a positive association.<\/span><\/p>\n

In addition, brand association also creates a solid foundation for businesses to expand their product portfolio and brand extension through association with the prestige of the parent brand.<\/span><\/p>\n

1.2 Perceived Quality<\/h3>\n

Perceived quality refers to the quality of the brand. It is the consumer’s assessment of the brand’s ability to meet their expectations based on previous experiences<\/span><\/p>\n

A strong brand building and development process also contributes to increasing the perceived quality of the brand. The higher the perceived quality, the more likely consumers are to buy the product\/service.<\/span><\/p>\n

However, not only that, after purchasing, consumers will check the quality and performance of that product. In other words, consumers will compare the perceived quality of the brand with their previous expectations\/experiences. At this point, there will be 3 situations that occur:<\/span><\/p>\n