controlling query is this it is this aspect of brand equity that has to do
with the cultural knowledge that people have about a brand a how that cultural knowledge
that they have leads then to do something for that brand that it wouldn't do
for another bright
so we typically talk about brian a query as this differential the fact that
rand knowledge has on the customer response to the brand so controlling query is that
differential effect that is
closely related to the cultural meaning that the brand has in the mine of the
consumer
what is wise this important because
because people also have also needs and when a brand bu on full feeling i
where are where goals of having functionality or expressing we are they also allows to
connect to that cultural need to kind of express to ourselves and two others that
we belong to the culture so
when consumers connect to a brand because of the cultural meetings they can establish a
deeper but because not only the function is not only what it means generally buddy
what it means from a collective perspective maybe in part of a group maybe in
part of all me expressing my identity that is relevant in my personal definition
so what i would recommend companies is to understand remote control perspective both their brad's
under target markets you know we tend to try to understand target markets from a
demographic perspective and demographics are good demographic sometimes overlap control characteristic but they don't tell
the full story
i will try to understand brand from their images and we try to kind of
understand this abstractness of the image but we also need to understand what's the control
meaning that the brand has and that requires kind of for different understand different concepts
that marketers not all the time are thinking about
a ones you can have understand what is a control meaning of the bread i
was to control reason for your target market then you can find extent to which
there is a match or mismatch
and you can really develop actions to breach a gap there is a mismatch
if the ultimate goal is to become culturally relevant which i would argue any brown
would like to be that for some branching might be a matter of life and
that for some others it might be just a nice thing to do depending on
how competitive is the empire but that cultural understanding of both the brown and the
target market
is what i would say that it's very important so we have to go will
be you on joe's you know this briefs that relate to abstract images some characteristics
and try to getting this control understanding that can be more powerful