It is the added value from a brand towards a product (Kotler & Keller, 2021). Brand Equity consists of Brand Awareness, Brand Associations, Perceived Quality, and Brand Loyalty. Brand Awareness is the consumer recall to a brand that sets it apart from other brands. Brand Association is any association recalled to product meaning. Perceived quality is the consumer perception to overall quality/superiority of product/service with regards to expectations. Brand loyalty is measuring consumer loyalty to a brand proven by purchase intention to the brand as main choice. The outputs will enable us to see if they belong to Low, Medium or High category numbers.
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