Brand equity
Brand equity refers to the influence and value a brand name holds among consumers. It represents the advantage of having a brand that is both easily recognizable and highly regarded. Moreover, brand equity signifies the financial value a brand contributes to a company, stemming from customers’ willingness to pay a premium price, their loyalty to the brand, and the brand’s recognition. The concept of brand equity was theorized in detail by K. L. Keller and D. A. Aaker.
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Motiva is an independent branding agency specialising in hospitality, tourism, and upmarket brands, operating in Vienna, Belgrade, and Porto Heli. Using insights from behavioural economics, we tap into core human motives to spark connection and influence choice—creating distinctive hotel brands, destination strategies, and luxury brand experiences that drive sustainable growth. Our work has been recognised internationally with multiple iF Design Awards, the Good Design Award from the Chicago Athenaeum, and the Tourist Austria & International Advertising Grand Prix.
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