Brand Image is how customers think of a brand. It can be defined as the perception of the brand in the minds of the customers. Brand image develops over time. The customers form an image based on their interaction and experience with the brand. These interactions take place in many forms which not necessarily involve purchase or use or products or service of that brand. Customers form a perception of the specific brand through its real and imaginary qualities, its communication voice, its brand associations, its setbacks, and other factors.
What is Brand Image?
According to Kotler, image is “the set of beliefs, ideas, and impression that a person holds regarding an object”. Hence, Brand Image is the perception of the brand in the mind of a customer. It is the set of beliefs, ideas, and impressions that a customer holds regarding the brand.
A brand can be perceived differently by different customers. Hence, formation of a consistent brand image is a huge task for any 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, gives 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 a perception about him in our minds.
Examples of Brand Image
- 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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