The image of the trademark and the value model to the public Analytical study of the concept, the role and the effects

Abstract

Trademark is what the public thinks, perceives, and makes an impression on -from this brand- it is what shows the mental image that this receiver draws about it, so that this consumer public is actually or potentially associated with the brand. Here appears its identity through the image formed about it that can be positive or negative. From this logic, the concept of value is evident and is positioned by showing the role that the brand image plays to get the largest number of potential consumers to be effective for this commodity.

Through our study, the problematic of our research focused around showing the value concept of the brand image through its elements, as the image of the normal brand differs from the image of the famous one, and the relation of all this with the technological development in the field of media and digital communication and the concept of interactivity show - Value as the most important thing in this relationship.