Consumatorii stabilesc nivelul minim de atribute pe care un brand acceptabil trebuie sa le detina; cand sunt pe cale de achizitionare a unui produs, ei vor lua in considerare acele branduri care detin conjunctia trasaturilor minime. Alte metode de evaluare a brandului sunt: modelul expectantei de valoare, modelul brandului ideal, modelul disjunctiv, modelul lexicografic si modelul determinantei.
The idea that consumers establish minimum attribute levels which acceptable brands must possess; when about to make a purchase, they will consider only those brands that exhibit a conjunction of all the minimum requirements. Other models of brand evaluation include the expectancy-value model, ideal brand model, disjunctive model, lexicographic model and determinance model.
