University:
College
Course:
College Economics
Academic year:

2023
Views:

399

Pages:

2
Author:

Sergio P.

Brand as Image People do not react to reality but to what they perceive to be reality. This perspective encourages a more consumor- Set of Centred approach asiociations perceived by to brands as the an individual, overtime, as a result of direct or indirect experience of a brand. These may be associations with functional qualities, or with Individual prople or events. His unlikely For two people to have exactly the same of a brand (since Image no two people have the rame. experience), but their images may have com-mon Features. These Features sociable image of constitute, For example, a particular brand of beer. A dopting management an to face Image perspective Forces the challenge consumers perceptions, i.e. due to their perceptual processes, the sent message is not Intended. It there fore perceptions perceptions. and taking note ssarily understood as was necessitates chocking consumors action to encourage favourable Into Evaluating a brand's Image needs to take consideration customers levels of involve mont with the category (polesz, 1989). For those categories where customers are actively involved in spending time and effort seeking out and processing brand Information, It has been argued Ceig Reynolds and Gutman, 1989) that brand image relates to a network of Information stored in memory that helps the costumor define his or her self. As Costumers are so involved in the brand selection process 7+ 15 When appropriate measuring to use brand means end chairing customers are the difference and First an muodived procedure Image, Fur example in thi's approach, asked what they sie as between the brand in question la couple of compoting brands in the category. being

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