Abstract
The vane value can be evaluated thanks to a survey. This survey shows notably the consumers are aware of the pit and the pit association.
This subjoin in attention can mainly be attributed to the fact that brands positively valued by consumers are of an howling(a) potential for the companies.
The main aim of this research is to deal with the bear on and importance of the congruency on the brand equity.
The exploration of these effects is make by referring to the literature of brand images, brand association and brand awareness.
First, we will 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 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 situations of my own experience.
I.Understand the brand knowledge
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 decrease the sales and the profits of this company.
The Brand can be defined as A distinguishing characteristic of modern selling has been its focus upon the creation of differentiated brands...
the idea has been to move beyond commodities to branded products - to reduce the primacy of price upon the purchase decision, and accentuate the bases of eminence (Aaker, 1991, pp. 7-8).
This definition shows the importance for a company to have a good locating choice.
In practice, the brand position is determined commonly thanks to two dimensions:
ØThe price dimension that inform to the consumer the positioning of the brand
ØThe Intrinsic dimension, ie...
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