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a collection of images and ideas representing an economic producer; more specifically, it refers to the concrete symbols such as a name, logo, slogan and design scheme.

created by the accumulation of experiences with the specific product and service, both directly relating to its use, and through the influence of advertising, design and media commentary.

the brand is the first brand which comes into the mind of the consumer within a specific product category.

“The brand is spontaneously named in the product category; but it is not the first brand that is mentioned

With this level of awareness the consumer only recognizes the brand and which product category it belongs to, when the consumer is tuckered by some external factors.

“evaluation of the brand with respect to its perceived ability to meet a current relevant need”.

This states that products or brands will all go through an introduction, growth, maturity, and decline stage. After the decline stage the product or brand will go out of the market

when a company uses an established brand name to introduce a new product either in a new product category or as a line extension of the current product.

•The degree to which a consumer consistently purchases the same brand within a product class.

explains why consumers are willing to pay a premium for a product which is not necessary superior to other products which are similar to the charismatic brand.

marketers must find out what kind of gender the brand or product is perceived to have by customers.