Customer based approaches to brand equity

The brand is viewed from the perspective of the customer, an individual or an

organization.
The power of the brand lies in what customers have seen, read, heard, learned,
thought and thought about the product over time.
A brand is said to have positive customer brand equity when consumers react
favorably to a product.
A brand is said to have negative brand equity if consumers react less favorably to
the product.

Aaker Model:
Viewed by UC-Berkeley professor David Aaker.
There are a set of five categories of brand assets and liabilities which add
value to the product.
They are:
Brand loyalty
Brand awareness
Perceived quality
Brand associations
Other proprietary assets

Brandz:
Developed by marketing research consultants Millward and WPP.
As per this model brand building involves series of steps:
The objectives of each steps are the following:
Presence
Relevance
Performance
Advantage
Bonding

Brand resonance:
It also views brand building as an ascending, sequential series of steps
Ensuring identification of the brand with customersminds with a specific product class
or customer need.
Firmly establishing the brand into the mind of the consumer.
Eliciting proper customer response to in terms of brand related judgment and feelings.
Converting brand response to create to create an intense, active loyalty relationship
between customers and the brand.