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Commodities are products that present no clear distinction on the consumer’s eye and, therefore, lack mechanisms to differentiate his choices. The power of brand in a given uniform environment is the subject of this research, whose theoretical basis are the studies on brand equity. To achieve the proposed objectives, we have conducted a survey in two stages involving 585 consumers. The obtained results show that the most effective way to ensure that the consumer differentiates the brand is through previous experiences. Moreover, cognitive, functional, symbolic and emotional dimensions of the image can affect brand equity and therefore, consumers’ intention of purchasing. The main managerial impact of the obtained model is the shifting in paradigm in planning of strategic marketing actions, which should prioritize actions that provide previous experiences to consumers at the expense of traditional investments in mass media.

Impactos da Imagem e do Brand Equity nas Intenções de Compra de Consumidores: Um Estudo Empírico em um Mercado de Commodities