Brand Image
Brand image is the current view of the customers about a brand. It can
be defined as a unique bundle of associations within the minds of target
customers. It signifies what the brand presently stands for. It is a
set of beliefs held about a specific brand. In short, it is nothing but the
consumers’ perception about the product. It is the manner in which a specific
brand is positioned in the market. Brand image conveys emotional value and not
just a mental image. Brand image is nothing but an organization’s character. It
is an accumulation of contact and observation by people external to an
organization. It should highlight an organization’s mission and vision to all.
The main elements of positive brand image are –
(a) unique logo reflecting organization’s image,
(b) slogan describing organization’s business in brief and
(c) brand identifier supporting the key values.
Brand image is the overall impression in consumers’ mind that is
formed from all sources. Consumers develop various associations with the brand.
Based on these associations, they form brand image. An image is formed about
the brand on the basis of subjective perceptions of associations bundle that
the consumers have about the brand.
1. Volvo is associated with safety.
2. Toyota is associated with reliability.
The idea behind brand image is that the consumer is not purchasing
just the product/service but also the image associated with that
product/service. Brand images should be positive, unique and instant. Brand
images can be strengthened using brand communications like advertising,
packaging, word of mouth publicity, other promotional tools, etc.
Brand image develops and conveys the product’s character in a
unique manner different from its competitor’s image. The brand image consists
of various associations in consumers’ mind - benefits and attributes. Brand attributes
are the functional and mental connections with the brand that the customers
have. They can be specific or conceptual. Benefits are the rationale for the
purchase decision.
There are three types of benefits:
1. Functional benefits - what do you do better (than others),
2. Emotional benefits - how do you make me feel better (than
others), and
3. Rational benefits / support - why do I believe you (more than
others).
Brand attributes are consumers overall assessment of a brand.
Brand image has not to be created, but is automatically formed.
The brand image includes products' appeal, ease of use, functionality, fame,
and overall value. Brand image is actually brand content. When the consumers
purchase the product, they are also purchasing its image. Brand image is the
objective and mental feedback of the consumers when they purchase a product.
Positive brand image is exceeding the customer’s expectations. Positive brand
image enhances the goodwill and brand value of an organization.
So, “Brand image” is the customer’s net extract from the brand.
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