Brand Associations :-The feelings, beliefs and knowledge that consumers
(customers) have about brands. These associations are derived as a result of
experiences and must be consistent with the brand positioning and the basis of
differentiation.
Brand Commitment:- The degree to which a customer is committed to a given
brand in that they are likely to re-purchase/re-use in the future. The level of
commitment indicates the degree to which a brand's customer franchise is
protected form competitors.
Brand Earnings :-The
share of a brand-owning business's cash flow that can be attributed to the
brand alone.
Brand Equity:- The sum of all distinguishing
qualities of a brand, drawn from all relevant stakeholders, that results in
personal commitment to and demand for the brand; these differentiating thoughts
and feelings make the brand valued and valuable.