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 I&#%RA #I$&" !"#$M%R"
Brand image Brand identity in the mind of customers framed by marketers Brand relationships Branding process Brand the actual image of the firm in customers minds A ne' definition based on (rand relationships) (rand is created in continuously developing brand relationships 'here the customer forms a differentiating image of a product or service based on all *inds of brand contacts that the customer is e+posed to,

BRAND IMAGE
A unique set of associations in the minds of customers concerning what a brand stands for and the im !ied romises the brand ma"es.

#ont$
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sum of a!! tangib!e & intangib!e traits. It re resents a!! interna! & e'terna! characteristics. It(s an)thing & e*er)thing that inf!uences how brand or a com an) is ercei*ed b) its target constituencies. It is the best, sing!e mar"etab!e in*estment a com an) can ma"e.

#om onents
+ersona!it) ,ard

and character

and -oft attributes re resentations

Visua!

Visua! re resentations
A

white sari with a b!ue border

Round

sha ed s ectac!es and a stic"

Company image vs Brand image

(rand image . the image of a good or service which is formed in the customers mind ompany image . the valued customers, otentia! customers, !ost customers and other grou s of eo !e connect with the organization
E'/ %he 0rench rai!wa)are com slightly an)/ The two nationa! concepts Brand image! one can tra*e! easi!) and safe!) different b) train in 0rance Company image! *er) aterna!istic and 1o!d fashioned2 com an)

Two main different levels of company image

orporate " T#$ image people have of an organization (more for big companies) -ocal " obviously lin%ed to the Corporate image but can develop its own fame and image The & levels are interrelated and influence each other

The importance of image

Image communicates e'pectations Image is a filter influencing perceptions of the erformance of the firm Image is a function e'pectations and e'periences of

Image has an internal impact on em !o)ees

Brand Image Vs -a!es

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

Vulnerable

Advertising strategy
%) e of brand association / Benefit 0un, un retentious, informa!, c!ass!ess, socia! A ro riateness of brand association +romotiona! ad*ertising %heme ad*ertising -trength of brand association Im ortance for consumers #onsistenc) 3niqueness of brand association

Image and Identit)

+ending Brand identity +ignals transmitted (ther sources of )nspiration 4*imicry 4(pportunity 4idealism Brand image *edia ,eceiving

Competition And -oise

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B,A-.

)*A/$ is a unique set of associations in the minds of customers concerning what a brand stands for and the im !ied romises the brand ma"es. B,A-. ).$-T)T0 is the strategic goa! for the unique set of associations that a brand shou!d stand for. %hese associations a!so im !) a otentia! romise to customers. 1$,C$1T)(- /A1

Brand Equit) & Image Assessment

.eveloping image in the good way

5hat is important for customers is what the) e'perience Bad e'periences always result in bad image ,ence, if a com an) has a poor image, it has to ta"e the correct measures to im ro*e it based on reality! Company un%nown or not well %nown Action! communication campaign Company %nown but performing badly Action! internal action in order to im ro*e erformance. #ommunication can be used but at a second !e*e!.

%he %o 67 G!oba! Brands

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

Brand
Coca#Cola %ony Me"cedes#Ben$ oda! 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
2olls 2oyce 1onda Panasonic /e0i*s leene. -o"d +ol!s,a'en ello''*s Po"sc)e Pola"oid BM( Col'ate %ei!o Nesca&e 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

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