Brand Image is how the customers think of a brand.
It is the perception of the brand in the mind of the customers.
Brand image develops over time. The customers form an image based on their experience with the brand.
Customers / target groups interact with brands in many forms. Whether they use its product or not, they form its perception through its advertisements, word of mouth, brand associations, publicity, etc. Hence, formation of a strong image is partially in the hands of the business.
Importance of Brand Image
Every Company strives to build a strong image as it helps in fulfilling their business motives. A strong brand image has following advantages –
- More profits as new customers are attracted towards the brand.
- Easy to introduce new products under same brand.
- Boosts the confidence of existing customers. Helps in retaining them.
- Better Business-Customer relationship.
While a company with a bad image may struggle to operate and might not be able to launch a new product under the same brand.
What Give Rise to Brand Image?
Business spends most of their time, effort, and resources in building their brand identity. They decide how their brand will look, how should the customer feel when they contact with the brand, where should the brand be located in consumers’ mind (Brand positioning), and other associations. This all, when summed up, give rise to a brand personality which eventually give rise to brand image when the customer interacts with this brand.
This is just like with humans. We meet a person, assess his personality, and forms an image of his in our minds.
Examples of Brand Image
As already discussed, brand image is a perception about a brand in the mind of consumers.
For example Coca cola is a brand known for happiness, joy, and good experience. It is the ‘original cola’ and has a ‘unique taste’.
Woodland Shoes are solid and made for adventure. They last very long.
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