How is the concept of congruency can be relevant to a revitalisation of brand equity strategy?

Abstract The vane value faeces be evaluated give thanks to a survey. This survey shows notably the consumers ar aware of the equal and the pit connexion. This subjoin in attention can principally be attributed to the fact that sets positively valued by consumers are of an howling(a) potential for the companies. The main aim of this research is to deal with the conceive on and importance of the congruency on the brand equity. The exploration of these make is make by referring to the literature of brand images, brand association and brand awareness. First, we exit try to examine the meaning of the brand in the consumer memory. This part explains the consumer attribute. Second, well try to identify the congruency theory illustrated by the brand MARLBOROã. At the end, we will analyse the positive personal effects that piss to increase of congruency on the brand equity. For my research, I will use pedantic book and Internet research. Also, I can use or so lived situat ions of my own experience. I.Understand the brand fellowship 1)Meaning of the Brand It is important for a brand to have a meaning without, the risk that consumer forget the brand and then pass the sales and the profits of this company. The Brand can be specify as A distinguishing characteristic of modern selling has been its charge upon the creation of differentiated brands...the idea has been to move beyond commodities to mark products - to reduce the primacy of price upon the purchase decision, and accentuate the bases of eminence (Aaker, 1991, pp. 7-8). This explanation shows the importance for a company to have a dear locating choice. In practice, the brand position is determined normally thanks to two dimensions: ØThe price dimension that inform to the consumer the locating of the brand ØThe Intrinsic dimension, ie... If you want to get a amply essay, position it on our website: OrderEs say.net

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