Brand equity is defined as the marketing effects that are uniquely attributable to a brand, such as differences in consumer responses. Consumer-based brand equity arises from the differential effect that brand knowledge has on how consumers respond to the marketing of that brand. A brand must create strong, favorable, and unique associations with customers for brand equity to exist, which is reflected in customer perceptions, preferences, and behaviors related to the brand. Models for measuring brand equity include the BrandAsset Valuator, BrandZ, and Brand Resonance Model, which all analyze components such as brand differentiation, relevance, esteem, knowledge, presence, performance, advantage, bonding, salience, imagery, judgments, and feelings.