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Brand building

Brand Equity

Five sources of brand value per D. Aaker.

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Visualization
CORE1Brand Loyalty2Perceived Quality3Brand Associations4Brand Awareness5Proprietary Assets
What it is

Brand equity = loyalty + perceived quality + associations + awareness + proprietary assets.

When to use it

For economic brand valuation and investment decisions.

How to apply

Measure each component over time. Change in one reinforces the others.

Source: Slade-Brooking — Creating a Brand Identity

Related frameworks

Basics
CORE1Essence2Sentiment3Comms topics

The Onion

Concentric circles radiating from a core — layering brand essence, messages or audience groups.

Brand building
CORE1Why — Purpose2How3What4Activation & Measures

Brand Purpose / Golden Circle

Start with why. Authenticity starts at purpose.

Brand building
BrandIdeaPositioningPersonality + ValuesReasons to Believe

Brand Identity

The brand's promise to customers — a consistent set of associations.

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About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.