Add Papers Marked0
Paper checked off!

Marked works

Viewed0

Viewed works

Shopping Cart0
Paper added to shopping cart!

Shopping Cart

Register Now

eKönyvtár library
FAQ
 

Great deal: today with a discount!

Regular price:
1 843 Ft
You save:
222 Ft
Discounted price*:
1 621 Ft
Purchase
Add to Wish List
ID number:366940
Evaluation:
Published: 09.06.2003.
Language: English
Level: Secondary school
Literature: n/a
References: Not used
Extract

Abstract
The brand value can be evaluated thanks to a survey. This survey shows notably the consumers are aware of the brand and the brand association.
This increase in attention can mainly be attributed to the fact that brands positively valued by consumers are of an enormous potential for the companies.
The main aim of this research is to deal with the impact and importance of the congruency on the brand equity.
The exploration of these effects is made 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, we'll try to identify the congruency theory illustrated by the brand MARLBOROã.
At the end, we will analyse the positive effects that have to increase of congruency on the brand equity.
For my research, I will use academic book and Internet research. Also, I can use some 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 thus decrease the sales and the profits of this company.

Work pack:
GREAT DEAL buying in a pack your savings −2 697 Ft
Work pack Nr. 1257332
Load more similar papers

Send to email

Your name:

Enter an email address where the link will be sent:

Hi!
{Your name} suggests you to check out this eKönyvtár paper on „How Is the Concept of Congruence Can Be Relevant to a Revitalization of Brand Equity Strategy?”.

Link to paper:
https://eng.ekonyvtar.eu/w/366940

Send

Email has been sent

Choose Authorization Method

Email & Password

Email & Password

Wrong e-mail adress or password!
Log In

Forgot your password?

Facebook

Not registered yet?

Register and redeem free papers!

To receive free papers from eKönyvtár.com it is necessary to register. It's quick and will only take a few seconds.

If you have already registered, simply to access the free content.

Cancel Register