in his brand equity model, David A. Aaker indentifies five brand equity components: 1.brand loyalty 2.brand awareness 3.perceived quality 4.brand association and 5.other proprietary assets. Aaker defines brand equity as the set of brand assets and liabilities linked to the brand-its name and symbols-that add value to, or subtract value from, a product or service. these assets include brand loyakty, name awareness, perceived quality and associations. this definition stresses 'brand-added value'; however, his model does not make a strict distinction between added value for the customer/consumer and added value for the brand owner /company