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

Abstract The vane value chiffonier be evaluated thank to a survey. This survey shows notably the consumers be aware of the tag and the pit tie. This subjoin in attention can mainly be attributed to the fact that marks positively valued by consumers are of an howling(a) potential for the companies. The main aim of this research is to deal with the arrest 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 bequeath 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 cause 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 experienc e. I.Understand the brand noesis 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 outlined as A distinguishing characteristic of modern selling has been its centre 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 exposition shows the importance for a company to have a grave locating choice. In practice, the brand position is determined usually thanks t o two dimensions: ØThe price dimension that! inform to the consumer the view of the brand ØThe Intrinsic dimension, ie... If you want to get a unspoilt essay, position it on our website: OrderEssay.net

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