تموضع العلامة التجارية في ذهن المستهلك : دراسة تطبيقية لقطاع السيارات بالجزائر

الملخص EN

The institution, regardless of its speciality, adopts the mark in a good manner it presents by means of the mark identity.

It is received by the consumer in the form of the brand image, and there are different mental images of the consumer, showing us the role of the mark which is considered a means of communication, i.e, in front of an image the institution wants to convey to the consumer and another one that reflects the product really.

We find that the consumer has another point of view that reflects his opinions, judgements, and impressions, positive were or negative about these things, in a set of impressions, thoughts and sensations evoked by the brand in comparison to the other competing brands.

This results in situating this brand in his mind.