Brand Image
The impression in the
consumers' mind of a brand's total personality (real and imaginary qualities
and shortcomings). Brand image is developed over time through advertising campaigns
with a consistent theme, and is authenticated through the consumers' direct
experience.
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- unique logo reflecting organization’s image, slogan
describing organization’s business in brief and 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.
Volvo is associated with safety. 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 -
attributes, 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: Functional benefits - what do you do better (than
others ),emotional benefits - how do you make me feel better (than others), and
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 customers’
expectations. Positive brand image enhances the goodwill and brand value of an
organization.
To sum up, “Brand image” is the customer’s
net extract from the brand.
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