Being successful in today's market that is saturated with a number of products which are similar on the surface requires companies to work hard. Companies must strive to provide consumers an experience that they will remember and will therefore return to the product. An increasingly important part of companies are individuals who analyse consumer's personality and devote their attention to their learning about brands and what makes them remember brands.
The proper positioning of a brand can only be based on a thourough study of its consumers, therefore it is neccessary to know the individual's association of brands. They are formed on the basis of their own experience and individual's personality. The more the experience corresponds to the characteristic of brands, the more the brand is recorded in the consumer's memory and brings out various associations. The Zaltman Methafor Elicitation Technique (ZMET) method helps us uncover unconscious content from the consumer, which allows us to better understand consumer associations of brands. Through the results of the analysis of interviews and by observing the advertisements of selected brands, I found out that advertisements work convincingly and have an impact on conumser's memory in the consumer's mind.