BRAND IMAGE

A.Vineeth, MBA.

What is a brand?
A name, a term

A symbol, a sign

A name, term, sign, symbol or any other feature that identifies one sellers product or service as distinct from those of other sellers -The American Marketing Association

Brand relationships
FIRM
Brand identity framed by marketers

INTERACTIONS
Brand relationships

CUSTOMERS
Brand image in the mind of customers

Branding process
Brand the actual image of the firm in customers minds

A new definition based on Brand relationships: Brand is created in continuously developing brand relationships where the customer forms a differentiating image of a product or service based on all kinds of brand contacts that the customer is exposed to.

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.

Cont
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 Hard

and character

and Soft attributes representations

Visual

Visual representations
A

white sari with a blue border

Round

shaped spectacles and a stick

Company image vs. Brand image

Brand image = the image of a good or service
which is formed in the customers mind

Company image = the valued customers, potential

customers, lost customers and other groups of people connect with the organization

The two concepts are slightly different

Ex: The French national railway company: Brand image: one can travel easily and safely by train in France Company image: very paternalistic and old fashioned company

Two main different levels of company image

Corporate THE image people have of an organization (more for big

companies) Local obviously linked to the

Corporate image but can develop its own fame and image

The 2 levels are interrelated and influence each other.

The importance of image

Image communicates expectations Image is a filter influencing perceptions of the performance of the firm Image is a function of expectations and experiences Image has employees an internal impact on

Brand Image Vs Sales

Sales Low Hi Brand Image Low Unrealized Potential Dying Brand Hi Healthy Brand

Vulnerable

Advertising strategy
Type of brand association : Benefit Fun, unpretentious, informal, classless, social
Appropriateness of brand association Promotional advertising Theme advertising Strength of brand association Importance for consumers Consistency Uniqueness of brand association

Image and Identity

Sending Brand identity Signals transmitted Other sources of Inspiration Mimicry Opportunity idealism Brand image Media Receiving

Competition And Noise

Contd..
BRAND

IMAGE is a unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes. 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. PERCEPTION GAP.

Brand Equity & Image Assessment

Developing image in the good way

What is important for customers is what they experience Bad experiences always result in bad image Hence, if a company has a poor image, it has to take the correct measures to improve it based on reality: Company unknown or not well known Action: communication campaign Company known but performing badly Action: internal action in order to improve performance. Communication can be used but at a second level.

The Top 25 Global Brands

Image Power
1 2 3 4 5 6 7 8 9 10

Brand
Coca-Cola Sony Mercedes-Benz Kodak Disney Nestle Toyota McDonalds IBM Pepsi Cola

Share of Mind
1 4 12 5 8 7 6 2 20 3

Esteem
6 1 2 9 5 14 23 85 4 92

Image Power
11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

Brand
Rolls Royce Honda Panasonic Levis Kleenex Ford Volkswagen Kelloggs Porsche Polaroid BMW Colgate Seiko Nescafe Canon

Share of Mind
23 9 17 16 13 10 11 14 27 15 32 21 33 19 35

Esteem
3 22 10 8 14 24 26 30 11 44 12 51 15 64 17

Thank You