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brand experience

. Content 

is not stressed separately, which is surprising, although they do mention its importance 

under site design and it is also a key aspect of other attributes such as customisation, rel-

evance and the overall experience. (Their work on the need for rational, emotional appeal 

together with the promised experience of the website is presented in Figure 11.8.)

Brand identity

Aaker and Joachimsthaler (2000) also emphasise the importance of developing a plan to 

communicate the key features of the 

brand identity

 and increase brand awareness. Brand 

identity is again more than the name. These authors refer to it as a set of brand associations 

Brand equity

The assets (or liabilities) 

linked to a brand’s name 

and symbol that add 

to (or subtract from) a 

service.