Identify and describe three major brands with high levels of congruency and three brands with low levels of congruency.

Congruency is the degree to which a brand’s marketing initiatives, messages, and visuals align with its core values. Brands with high levels of congruency are typically viewed as more trustworthy and reliable because customers can easily identify the company’s purpose and goals from their communications; three examples of this include Apple, Nike, and Starbucks. Apple, Nike and Starbucks have all created strong brands through well-crafted messaging that highlights their core philosophies.

On the other hand, there are also many companies whose campaigns fail to connect back to what they stand for in any meaningful way – creating dissonance between their product/service offerings and their intended message; some examples of this include McDonald’s, Walmart, and Burger King. Despite having recognizable logos/slogans associated with them – these brands often lack a clear sense of identity due to inconsistent branding efforts across various channels. Customers may be confused by this, as they are unable to tell what makes them unique.

It is essential that businesses ensure all of their messages are consistent so that the customer receives a consistent service no matter what they do. Otherwise, this could reduce trust and make it hard for customers to differentiate one business from another.