BRAND REPUTATION AND COSTUMER TRUST

Abstract

In the current complex and competitive marketing, gaining reputation is very difficult. The brand is the company's intangible asset that is source of the highest values. The role of brand is clear in influence and retention in consumption markets for producers of goods and services. Brand reputation is actually main asset of a company or business. The general management concept of this research is that the need to create and maintain a strong brand is based on emotional relationship with users that beyond the functional benefits of quality, product features and technical performance. Brand is important for any company and creates and maintains its position in the minds of consumers is one of the most important goals of marketing. Consumers buy brand not a product.