Customer perspective

In existence literature on brand, equity has met at a single point on the perspective of cognitive psychology (Christodoulides and de Chernatony, 2010) identified as consumer-based brand equity. The customer-based approach to brand equity is the perspective that has influence or power over others.

If a brand has no meaning or value to the customers, it has no meaning or significance to investors, suppliers, or distributors (Cobb-Walgren et al., 1995). This perspective was also stated by Motameni (1998) as a marketing perspective.

For marketing decision-making, he applied the concept of brand equity. Keller (1993) used the word “consumer-based brand equity” referring to brand equity and stated that customer-based brand equity comes into play when the customer recognizes the brand and occupies in their memory powerful and unique brand associations.

Positive customer-based brand equity has many benefits, such as long-term sales, the desire of consumers to look for new forms for delivery, the capacity of companies to manage higher prices, and the efficiency of marketing communications. (Keller, 2003).