Komunikacyjne funkcje marki w percepcji konsumentów
Communication functions of the brand in the perception of consumers

Summary/Abstract: This article presents symbolic distinguishing features of the brand associated with its value, features, culture and personality in the context of the communication functions of the identifying brand included in the cultural codes. Particular importance is given to an issue of brand identity and its influence on perception among consumers. The article analyses brand image from the perspective of visual marketing and visual sociology and decoding process associated with extracting its meanings. Own research under the guidance of the author conducted by questionnaire interviews on a sample of 200 consumers in 2014 matched in amount throughout the city of Wroclaw on the perception and importance of the brand product and loyalty to it, as well as quantitative research conducted in 2014 in the cities of Opole and Nysa and Grodkow municipality using a questionnaire to determine the acceptance of prestigious brands by consumers constitute the exemplification of considerations.

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