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.
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