Strong brands are the strategic capital of each company.
The successful brands create strong and stable relations with their customers. Consumers become emotionally and rationally attached to them, they identify themselves with their value dimensions.
Relations between consumer and brand are built through the whole communication brand system - name, logo, packaging, price, advertisement, position on the stand ... Relationships with competing brands affect also. Devotion to one brand is the psychological proximity or distance between certain users and brand.