A força das marcas

: aplicação dos modelos de brand equity de David Aaker e Kevin Keller ao caso do Futebol Clube do Porto

Abstract

Costumer-based brand equity is the difference that the existence of a brand has on the consumer’s response to the purchase of products or marketing stimuli. Brand equity adds value to the products of a brand, from the customer’s point-of-view, as they will be willing to pay higher prices for the brand’s products, but also from a company’s point-of-view, allowing it to boost the sales of its products as well as their margins. Therefore, brand equity acts as a common denominator to interpret the marketing strategies and appraise the value of the brand. This work’s objective is to understand two models of brand equity created by David Aaker and Kevin Keller and apply them to the specific case of the brand Futebol Clube do Porto. The final results of the analysis were very close in each model, 3,8 in Aaker’s model and 3,7 in Keller’s model, showing great similarities between both models in measuring brand equity. Besides this, it was also necessary to understand, within each model, which variables influenced the most the final value of the brand’s brand equity. In Aaker’s model it was “positive association in addition to the perceived quality” and in Keller’s model was “brand meaning”. It was also possible to determine which percentage of brand equity was explained by each of the models. The model proposed by Aaker was the one that explained a bigger percentage of the brand equity - 79,8%. Whilst the model proposed by Keller explained 69,1% of the brand’s brand equity.

Date of Award	7 Dec 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Alexandre de Oliveira Duarte (Supervisor)