THE CONSUMER'S PERSPECTIVE IN BRAND EVALUATION

Our purpose, in this paper, is to identify the modalities deployed by consumers to evaluate and appreciate the brands. In the marketing literature there are a few, models that gained recognition among specialists. Customers do not relate to brands only as the names of the products they buy but, between the customers and the brands there are certain rational and emotional bonds. In fact, this is the element that differentiates the brands and trademarks: a brand is the sum of all rational and emotional bonds between a brand and its clients. After we had reviewed some of the most important papers in the field, we tried to categorize the existing literature by offering a new frame work for the brand-customer relationship analysis.