references/theories/brand-equity-model.md

# Brand Equity Model

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Brand associations or perceived quality affect choice or price.

## Mechanism

Identity + associations + perceived quality + loyalty assets.

## Applied marketing use

Audit brand assets and strategic associations.

## Failure modes

- Treating stated preference as sufficient proof of growth.

## Counterweights

- `mental-availability`

## Sources

- `source:aaker-brand-equity`