references/schools/brand-equity.md

# Brand Equity & Memory Structure

## Core idea

Manage salience, associations, perceived quality, identity, and brand architecture as future demand assets.

## Figures

- `david-aaker`
- `kevin-lane-keller`

## Use when

- The decision matches the mechanism this school is designed to explain.
- The school can materially change diagnosis, choice, or measurement.

## Applied theories

- `brand-equity-model`
- `customer-based-brand-equity`

## Boundaries

- Treat this school as one lens, not a universal operating doctrine.
- Compare with counterweights when growth horizon, category maturity, economics, or evidence point elsewhere.