BRAND IMAGE: WHAT İS THE BRAND İMAGE?

Wednesday, January 20, 2010

WHAT İS THE BRAND İMAGE?

A brand is a collection of experiences and associations connected with a service, a person or any other entity.
en.wikipedia.org/wiki/Brand_image
the set of emotional and sensory inputs a consumer associates with a particular product or service in their episodic memory system
en.wiktionary.org/wiki/brand_image
A unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to customers. (Note that brand image is what is currently in the minds of consumers, whereas brand identity is aspirational).
www.allaboutbranding.com/index.lasso
The image that audiences form as a result of their various points of contact or experiences with the brand. ...
www.texastech.edu/identityguidelines/glossary.php
noun How a company's product is perceived (seen) by the consumer.
www.speakspeak.com/html/d2k2_marketing_words_vocabulary.htm
The total impression created in the mind of a potential consumer by a brand and all its functional and emotional associations. ...
www.esomar.org/index.php/glossary-b.html
How a brand is perceived. The impression people have of the brand, and therefore of the corresponding company, product(s) or service(s).
www.neubertweb.com/definitions.html
The total impression of a brand in an individual's mind: what it does for them and what it means to them.
www.bradycommunications.com/perspectives/glossary.aspx

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BRAND IMAGE

A unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes.

Contents

The sum of all tangible & intangible traits.

It represents all internal & external characteristics.

It's anything & everything that influences how brand or a company is perceived by its target constituencies.

It is the best, single marketable investment a company can make.

Components

Personality and character

Hard and Soft attributes

Visual representations

A white sari a blue border

Round shaped spectacle and a stick

BRAND İDENTİTY

BRAND IDENTITY is the strategic goal for the unique set of associations that a brand should stand for. These associations also imply a potential promise to customers.

A product identity, or brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service. The brand owner will seek to bridge the gap between the brand image and the brand identity. Effective brand names build a connection between the brand personality as it is perceived by the target auidience and the actual product/service. The brand name should be conceptually on target with the product/service (what the company stands for). Furthermore, the brand name should be on target with the brand demographic. Typically, sustainable brand names are easy to remember, transcend trends and have positive connotations. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors.

Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a products brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer's perception of the brand.

Brand identity needs to focus on authentic qualities - real characteristics of the value and brand promise being provided and sustained by organisational and/or production characteristics.