{"id":6414,"date":"2022-01-14T21:02:52","date_gmt":"2022-01-14T21:02:52","guid":{"rendered":"https:\/\/preview.prophet.com\/?p=6414"},"modified":"2023-11-08T01:05:45","modified_gmt":"2023-11-08T01:05:45","slug":"brand-equity-vs-brand-value","status":"publish","type":"post","link":"https:\/\/prophet.com\/2022\/01\/brand-equity-vs-brand-value\/","title":{"rendered":"Brand Equity vs. Brand Value: What\u2019s the Difference?"},"content":{"rendered":"\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:140px\">\n<p class=\"h5 has-text-color\" style=\"color:#22ffab\"><strong>BLOG<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<h1 class=\"wp-block-heading h2\">Brand Equity vs. Brand Value: What\u2019s the Difference?<\/h1>\n\n\n\n<p>Each offers a different way to increase loyalty, but require different metrics.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-white\" style=\"background-color: #ffffff;color: #0a0a0a;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:140px\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<ul class=\"wp-block-list\">\n<li><\/li>\n\n\n\n<li>Brand equity refers to the importance of a brand in the customer\u2019s eyes, while brand value is the financial significance the brand carries. Both brand equity and brand value are educated estimates of how much a brand is worth.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color\">What\u2019s the Difference Between Brand Equity &amp; Brand Value?<\/h2>\n\n\n\n<p>Brand equity and brand value are similar, but not the same. Oftentimes, there is confusion around how each differs so let\u2019s look at exactly what each means:<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\">Brand Equity<\/h3>\n\n\n\n<p><a href=\"https:\/\/prophet.com\/pdf\/sinclair-brand-equity-firm-value\/\">Brand equity<\/a> is a set of assets or liabilities in the form of brand visibility, brand associations and customer loyalty that add or subtract from the value of a current or potential product or service driven by the brand. It is a key construct in the management of not only marketing but also business strategy.<\/p>\n\n\n\n<p>In the late 1980s, brand equity helped create and support the explosive idea that brands are assets that drive business performance over time. That idea altered perceptions of what marketing does, who does it, and what role it plays in <a href=\"https:\/\/prophet.com\/services\/business-strategy\/\">business strategy<\/a>.<\/p>\n\n\n\n<p>Brand equity also altered the perception of brand value by demonstrating that a brand is not only a tactical aid to generate short-term sales, but also strategic support to a business strategy that will add long-term value to the organization.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Value<\/h3>\n\n\n\n<p>Brand value, on the other hand, is the financial worth of the brand. To determine brand value, businesses need to estimate how much the brand is worth in the market \u2013 in other words, how much would someone purchasing the brand pay?<\/p>\n\n\n\n<p>It is important to note that a positive brand value does not automatically equal positive brand equity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How Should Brand Equity &amp; Brand Value Be Measured?<\/h2>\n\n\n\n<p>While measuring brand value is fairly straightforward, the process for brand equity is not quite so simple. Brand equity is a set of assets or liabilities in the form of brand visibility, brand associations and customer loyalty that add or subtract from the value of a current or potential product or service driven by the brand. Here we\u2019ll dive into each.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Visibility<\/h3>\n\n\n\n<p>This means that the brand has awareness and credibility with respect to a particular customer need\u2014it is relevant. If a customer is searching for a buying option and the brand does not come to mind, or if there is some reason that the brand is perceived to be unable to deliver adequately, the brand will not be relevant and not be considered.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Associations<\/h3>\n\n\n\n<p>Brand associations involve anything that created a positive or negative relationship with or feelings toward the brand. It can be based on functional benefits but also a brand personality, organizational values, self-expressive benefits, emotional benefits or social benefits.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Customer Loyalty<\/h3>\n\n\n\n<p><a href=\"https:\/\/prophet.com\/expertise\/customer-experience\">Customer<\/a> loyalty provides a flow of business for current and potential products from customers that believe in the value of the brand\u2019s offerings and will not spend time evaluating options with lower prices. The inclusion of loyalty in the conceptualization of brand equity allows marketers to justify giving loyalty priority in the brand-building budget.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Driving Brand Value in the Short Term<\/h2>\n\n\n\n<p>The value of a brand represents its impact on the short-run and long-run flow of profits that it can generate. With respect to short-term profitability, the problem is that programs that are very good at driving short-run products &#8211; like price promotions &#8211; can damage brands.<\/p>\n\n\n\n<p>Looking at the ways a brand can help drive short-term financial performance can help mitigate this tendency:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Loyalty <\/h3>\n\n\n\n<ul class=\"disc wp-block-list\">\n<li>Reduced Marketing Costs<\/li>\n\n\n\n<li>Trade Leverage<\/li>\n\n\n\n<li>Attracting New Customers via Awareness &amp; Reassurance<\/li>\n\n\n\n<li>Time to Respond to Competitive Threats<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Visibility<\/h3>\n\n\n\n<ul class=\"disc wp-block-list\">\n<li>Anchor to Which Other Associations Can Be Attached<\/li>\n\n\n\n<li>Familiarity Which Leads to Liking<\/li>\n\n\n\n<li>Visibility That Helps Gain Consideration<\/li>\n\n\n\n<li>Signal of Substance\/Commitment<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Associations<\/h3>\n\n\n\n<ul class=\"disc wp-block-list\">\n<li>Helps Communicate Information<\/li>\n\n\n\n<li>Differentiate\/Position<\/li>\n\n\n\n<li>Reason-to-Buy<\/li>\n\n\n\n<li>Create Positive Attitude\/Feelings<\/li>\n\n\n\n<li>Basis for Extensions<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Improving Brand Value in the Long-Run<\/h2>\n\n\n\n<p>One of the ongoing challenges of brand equity proponents is to demonstrate that there is long-term value in creating brand equity. The basic problems are that brand is only one driver of profits, completive actions intervene, and strategic decisions cannot wait for years.<\/p>\n\n\n\n<p>There are, however, some perspectives that can be employed to understand and measure the long-term value of brand equity:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Value Approach #1: Estimate the Brand&#8217;s Role in Business<\/h3>\n\n\n\n<p>One approach is to estimate the brand\u2019s role in a business. The value of a business in a product market such as the Ford Fiesta in the UK market is estimated based on discounting future earnings. The tangible and intangible assets are identified and the relative role of the brand is subjectively estimated by a group of knowledgeable people, taking into account the business model and any information about the brand in terms of its relative visibility, associations and customer loyalty.<\/p>\n\n\n\n<p>The value of the brand is then aggregated over products and markets countries to determine a value for the brand.&nbsp; It can range from 10 percent for B2B brands to over 60 percent for brands like Jack Daniel\u2019s or Coca-Cola.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Value Approach #2: Observe Investments in Brand Equity<\/h3>\n\n\n\n<p>A second approach is to observe that, on average,&nbsp;<a href=\"https:\/\/prophet.com\/thinking\/2015\/01\/227-the-evidence-you-need-to-justify-brand-investment\/\">investments in brand equity<\/a>&nbsp;increase stock return, the ultimate measure of a long-term return on assets. Evidence comes from a series of studies I conducted with Professor Robert Jacobson of the University of Washington, using time series data which included information on accounting-based return-on-investment (ROI) and models that sorted out the direction of causation.<\/p>\n\n\n\n<p>The consistent finding was that the impact of increasing brand equity on stock return was nearly as great as that of an ROI change, about 70 percent as much. In contrast, advertising, also tested, had no impact on stock return except that which was captured by brand equity.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Value Approach #3: Reflect on Other Valuable Brands<\/h3>\n\n\n\n<p>A third approach is to look at case studies of brands that have created enormous value. Consider, for example, the power of the Apple personality and innovation reputation, BMW\u2019s self-expressive benefits connected to the \u201cultimate driving machine,\u201d and the ability of the Whole Foods Market brand to define an entire subcategory.<\/p>\n\n\n\n<p>Or, the fact that from 1989 to 1997 two cars were made in the same plant using the same design and materials and marketing under two brand names, Toyota Corolla and Chevrolet (GEO) Prism. The Corolla brand was priced 10% higher, had less depreciation over time, and had sales many times more than the Prizm. And consumers and experts both gave it higher ratings. The same car! Only the brand was different.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Value Approach #4: Consider the Conceptual Model<\/h3>\n\n\n\n<p>It&#8217;s important to consider the conceptual model surrounding a business strategy. What is the business strategy? What is the strategic role of the brand in supporting that strategy? How critical is it? Is price competition the alternative to creating and leveraging brand equity? What impact will that have on profit streams going forward? Management guru Tom Peters said it well:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote h2 is-style-default is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cIn an increasingly crowded marketplace, fools will compete on price. Winners will find a way to create lasting value in the customer\u2019s mind.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<hr class=\"wp-block-separator has-css-opacity\" \/>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<div id=\"sidebar-block_766b1c7859eb334611e082c95b211eeb\" class=\"thinking-sidebar-wrapper\">\n\n    \n    \n        \n            <div class=\"author-block\">\n                                <h3 class=\"title\">Author<\/h3>\n                <ul class=\"author-list\">\n                                                <li class=\"leadership-container\">\n                                <a href=\"\/author\/david-aaker\" class=\"leader\">\n                                    <div class=\"profile-img\">\n                                        <div class=\"profile-halo\"><\/div>\n                                        <img loading=\"lazy\" decoding=\"async\" data-del=\"avatar\" alt=\"\" height=\"150\" width=\"150\" class=\"avatar pp-user-avatar photo lazyloaded\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/12\/Dave_aaker_HS-e1670438132119-300x300.jpg\">\n                                    <\/div>\n                                    <div class=\"profile-info\">\n                                        <p class=\"name\">David Aaker<\/p>\n                                        <p class=\"role\">Vice Chairman<\/p>\n                                    <\/div>\n                                <\/a>\n                            <\/li>\n                    \n                <\/ul>\n            <\/div>\n\n        \n    \n    \n    \n        <nav class=\"social-links\">\n            <h3 class=\"title\">Share<\/h3>\n            <ul class=\"social-icons\">\n                <li class=\"icon\"> \n                    <a href=\"#\" target=\"_blank\" class=\"linkedin sharer\"><span class=\"icon-linkedin\" style=\"right: 0px;\"><\/span><\/a>\n                <\/li>\n                <li class=\"icon\">\n                    <a href=\"#\" target=\"_blank\" class=\"facebook sharer\"><span class=\"icon-facebook\"><\/span><\/a>\n                <\/li>\n\n            <\/ul>\n        <\/nav>\n\n    \n    \n    \n        <div class=\"subscribe-block\">\n            <h3 class=\"title\">Don&#8217;t Miss a Beat<\/h3>\n            <p>Sign up to receive our latest insights.<\/p>\n            <div class=\"wp-block-buttons\">\n                <div class=\"wp-block-button\">\n                    <a href=\"\/subscribe\" class=\"wp-block-button__link no-border-radius link--ani-arrow\" style=\"color: #0a0a0a\">SUBSCRIBE&nbsp;\n                        <svg class=\"i-ani-arrow-icon\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" viewBox=\"0 0 32 32\">\n                                <g fill=\"none\" stroke=\"#000000\" stroke-width=\"1.5\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\">\n                                    <circle class=\"arrow-icon--circle\" cx=\"16\" cy=\"16\" r=\"15.12\" \/>\n                                    <path class=\"arrow-icon--arrow\" d=\"M16.14 10.93L22.21 16l-6.07 5.07M8.23 16h13.98\" \/ > \n                            <\/g>\n                        <\/svg> \n                    <\/a>\n                <\/div>\n            <\/div>\n        <\/div><!-- .subscribe-block -->\n\n        \n<\/div><!-- .thinking-sidebar-wrapper -->\n\n\n    <div class=\"tile-link-container  tile-link-container-light\">\n        <div class=\"tile-link-inner-container\">\n\n                            \n                    <div class=\"tile-link-block\" style=\"background: #fcfcfc; color: #000000;\">\n                        <a href=\"https:\/\/prophet.com\/services\/brand-strategy\/\" class=\"tile-anchor-link \">\n                            <div  style=\"background: #334aff\" class=\"line-bar\"><\/div>\n                            <p class=\"tile-title\">Reimagine<br>Brands<\/p>\n\n                                                            <p class=\"tile-text\">RELATED SERVICE<\/p>\n                                                        \n                                                    <\/a>\n                    <\/div><!-- .tile-link-block -->\n\n            \n        <\/div><!-- .tile-link-inner-container -->\n    <\/div><!-- .tile-link-container -->\n\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:125px\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:109%\"><\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-mix\" style=\"background-color: #334aff;color: #ffffff;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:125px\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:200px\">\n<p class=\"h3\"><strong>FINAL  THOUGHTS<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<p>Brand equity continues to be a driver of much of marketing, indeed business strategy. For it to work, it needs to be understood conceptually and operationally. And it is important that it be tied to brand value in credible ways.<\/p>\n\n\n\n<p><em>Discover how Prophet helps companies establish a <\/em><a href=\"https:\/\/prophet.com\/work\/solutions\/solutions\/brand-experience\/\"><em>brand strategy<\/em><\/a><em> that drives business growth.<\/em><\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button  \">\n        <a href=\"https:\/\/prophet.com\/connect\/\" \n            class=\"wp-block-button__link no-border-radius link--ani-arrow\" \n            style=\"color: #ffffff; --bg-underline-color:#ffffff;\"  >\n                CONNECT WITH US <svg class=\"i-ani-arrow-icon\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" viewBox=\"0 0 32 32\">\n                <g fill=\"none\" stroke=#ffffff stroke-width=\"1.5\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\">\n                    <circle class=\"arrow-icon--circle\" cx=\"16\" cy=\"16\" r=\"15.12\" \/>\n                    <path class=\"arrow-icon--arrow\" d=\"M16.14 10.93L22.21 16l-6.07 5.07M8.23 16h13.98\" \/ > \n            <\/g>\n        <\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-white\" style=\"background-color: #ffffff;color: #0a0a0a;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading h3\"><strong>Related Thinking<\/strong><\/h2>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-right\"><a href=\"https:\/\/prophet.com\"><\/a><a href=\"https:\/\/prophet.com\/thinking\/all-posts\/\">View All<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"carousel-container\" data-slide-show=\"3\">\n\n    <div class=\"tiles-container\">\n\n    \n<div id=\"post-37723\" class=\"tile-item post-37723 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-artificial-intelligence thinking_topic-brand-activation thinking_type-blogs\" >\n    <a href=\"https:\/\/prophet.com\/2026\/01\/beyond-neo-luxury-how-premium-brands-can-prepare-for-radical-change\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'Beyond NEO Luxury: How Premium Brands Can Prepare for Radical Change\u00a0' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2024\/01\/Top-Brands_2A-1493x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Blog<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Beyond NEO Luxury: How Premium Brands Can Prepare for Radical Change\u00a0<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-37630\" class=\"tile-item post-37630 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-blogs\" >\n    <a href=\"https:\/\/prophet.com\/2025\/12\/2025-brand-winners-and-losers\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', '2025\u2019s Brand Winners and Losers: From Dr. Pepper, Gap, Skims and Google to Southwest, Target,\u00a0Tesla\u00a0and Fast Fashion' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/Brand-Role-Models-Best-Brands_1_A-1493x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Blog<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>2025\u2019s Brand Winners and Losers: From Dr. Pepper, Gap, Skims and Google to Southwest, Target,\u00a0Tesla\u00a0and Fast Fashion<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-37556\" class=\"tile-item post-37556 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-blogs\" >\n    <a href=\"https:\/\/prophet.com\/2025\/12\/brand-as-a-strategic-growth-engine-a-conversation-with-piedmont-healthcares-cmo\/\" class=\"tile-link 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role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-37122\" class=\"tile-item post-37122 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-blogs\" >\n    <a href=\"https:\/\/prophet.com\/2025\/10\/keeping-your-employer-brand-human-in-the-age-of-ai\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'Keeping Your Employer Brand Human in the Age of AI' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: 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<\/article>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":78,"featured_media":2071,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"thinking_topic":[7],"thinking_type":[14],"thinking_sub_brand":[23],"thinking_capability":[],"coauthors":[31],"class_list":["post-6414","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","thinking_topic-brand-activation","thinking_type-blogs","thinking_sub_brand-aaker"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand Equity vs. Brand Value: What&#039;s the Difference? | Aaker on Brands<\/title>\n<meta name=\"description\" content=\"Brand equity and brand value are both educated estimates of how much a brand is worth. 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He\u2019s a recognized authority on branding, has developed several recognizable concepts including the Aaker brand vision model and has received numerous awards for his contributions to the science of marketing. In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing. In 2020, he was the recipient of the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. Aaker has authored and published hundreds of articles and 18 books, including Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age, Aaker on Branding: 20 Principles That Drive Success, Brand Relevance, Spanning Silos, Brand Portfolio Strategy, Building Strong Brands, and From Fargo to the World of Brands. His books have been translated in 18 languages and sold over 1 million copies. His words and teaching have offered guidance and inspiration to marketing leadership at many of the world\u2019s leading brands: \"David Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership.\" ---Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola David is an active branding consultant, Professor Emeritus at the Haas School of Business, UC Berkeley and revered speaker and thought leader. 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