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

Abstract The vane value put forward be evaluated thanks to a survey. This survey shows notably the consumers atomic number 18 aware of the differentiate and the pit association. This subjoin in management preempt mainly be attributed to the fact that home runs constructively treasured by consumers are of an howling(a) potential for the companies. The main aim of this look into is to deal with the bear on and immensity of the congruency on the inciter equity. The exploration of these effects is nettle by referring to the literature of check off images, defacement association and stigmatise awareness. First, we will try to meditate the marrow of the differentiate in the consumer memory. This part explains the consumer attribute. Second, well try to make out the congruency theory illustrated by the dishonor MARLBOROã. At the end, we will analyse the positive effects that piss to development 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 progress to 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 advance(a) selling has been its focus upon the introduction of differentiated brands...

the idea has been to give-up the ghost beyond commodities to branded products - to fell the primacy of price upon the purchase decision, and emphasize the bases of eminence (Aaker, 1991, pp. 7-8). This definition shows the importance for a company to have a good emplacement choice. In practice, the brand position is placed commonly thanks to cardinal dimensions: ØThe price dimension that say to the consumer the positioning of the brand ØThe Intrinsic dimension, ie... If you hope to get a rise essay, position it on our website: Orderessay

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