بررسي تصوير ذهني مارك هاي تجاري شركت هاي فعال در بازار صوتي و تصويري كشور

A Survey Of Brand Mental Image Of Active Video And Audio Corporation In Iran Market

Today most of corporations active in competitive markets emphasize on the consumerʹs mental image. The corporations that understand their product position in consumerʹs mind, by excessive market research, generate better strategies and act better than their competitors. Branding is a common way to create a positive mental image in consumers. Companies create desired and expected image in mental of their consumers by using long term marketing strategy, advertising and promotional activities. This mental image impact on increase sales, market share and competitive power of company. For understanding the consumerʹs mental image of SAMSUNG, LG, SONY, and SNOWA BRANDS, and gathering information, questionnaires distributed in Karaj city. Data analysis indicate that: loyalty to SONY brand, speed of SAMSUNG after sales services, and resident of SONY advertisement in consumerʹs mind, are more than that of other brands. Furthermore the results indicate, there is a relationship between brand popularity and quality of product and between positive image of country and mental image of brand.