Brand Equity: A Modern View

Brand equity represents the added value a brand gives to a product or service beyond its functional benefits. Modern frameworks (such as Keller’s CBBE, Aaker’s Brand Equity Model, and contemporary BHT systems) define equity as a combination of awareness, meaning, experience, trust, and loyalty.

A Brief History of Brand Building

Early brand building focused on recognition and consistency. As markets matured, emotional differentiation, perceived quality, and brand associations became critical. Today, brand strength is built through continuous experiences across touchpoints, measured dynamically rather than through one-off studies.

Brand Health Tracking (BHT) Meets CXM

Great Brand Health Tracking is not separate from Customer Experience Management. Strong brands are created when promise (brand) and delivery (CX) are aligned. BHT captures perception and meaning, while CXM captures lived experience. When combined, they provide a full picture of growth potential.

In short: Great BHT without great CXM is fragile. Great CXM without BHT is invisible.

Recommended Reading

• Kevin Lane Keller – Strategic Brand Management
• David Aaker – Managing Brand Equity
• Forrester & Gartner – Brand Experience and CX frameworks
• CXPA – CX and brand alignment research