Ideal Brand Model

ideal brand model
a model used to study consumer evaluation of alternative products, the consumer compares actual brands comparing them to a hypothetical ideal brand, among other models used for the purpose are the expectancy-value model, ...

the idea that consumers, about to make a purchase, evaluate competing brands on the basis of one or a few attributes, ignoring their standing on other attributes. Other models of brand evaluation include the expectancy-value model, ideal brand model, ...

Thus, the purchase decision is made when one of the brands possesses more of an attribute, looked at in order of importance, than its rival. Other models of brand evaluation include the expectancy-value model, ideal brand model, conjunctive model, ...

See also: Consumer, Price, Customer, Product, Promotion