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Word Count: 3,400
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 well try to identify the congruency theory illustrated by the brand MARLBORO 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 IUnderstand the brand knowledge 1Meaning 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 The Brand can be defined as A distinguishing characteristic of modern marketing has been its focus upon the creation of differentiated brandsthe 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 differentiation Aaker 1991 pp 7-8 This definition shows the importance for a company to have a good positioning choice In practice the brand position is determined usually thanks to two dimensions The price dimension that inform to the consumer the positioning of the brand The Intrinsic dimension ie the product class in which the brand is usedto which category need does the brand appeal what the branded article has to offer the
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