Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
49IN
Be
Brand Equity
Family
12. Brand and Market-Based Assets (IV · Customer and Brand Assets)
Era
Period 4: Orientation and Relationships, 1990s
Block
IN · Inputs: resources and assets
Tier
Landmark
Cell card
Description
Aaker conceptualized brand equity as a set of assets (awareness, associations, perceived quality, and loyalty) linked to a brand's name and symbol, and Keller defined customer-based brand equity as the differential effect of brand knowledge on consumer response to the marketing of the brand.
Managerial Implications
Brand equity is the value added by the brand name itself, through awareness, associations, perceived quality, and loyalty. Manage brand knowledge deliberately: decide which associations the brand should own, measure them, and judge every extension and campaign by whether it strengthens or dilutes them. Equity shows up as price premiums and lower acquisition costs, so it belongs on the management agenda as an asset, not a logo.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
