Brand Image

1. BRAND IMAGEBRAND IMAGE
A.Vineeth,A.Vineeth,
MBA.MBA.

2. What is a brand?
A name, a term
A symbol, a sign
“A name, term, sign, symbol or any other feature that identifies one
seller’s product or service as distinct from those of other sellers”
-The American Marketing Association

3. Brand relationships
Brand identity
framed by marketers
Brand image
in the mind of customers
Brand
the actual image of the
firm in customers’ minds
Brand relationships
Branding process
FIRM CUSTOMERSINTERACTIONS
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.

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

5. Cont…Cont…
►The sum of all tangible & intangible traits. The sum of all tangible & intangible traits.
►It represents all internal & external It represents all internal & external
characteristics.characteristics.
►It's anything & everything that influences It's anything & everything that influences
how brand or a company is perceived by its how brand or a company is perceived by its
target constituencies.target constituencies.
►It is the best, single marketable investment It is the best, single marketable investment
a company can make. a company can make.

6. ComponentsComponents
►Personality and characterPersonality and character
►Hard and Soft attributesHard and Soft attributes
►Visual representationsVisual representations

7. Visual representationsVisual representations
►A white sari withA white sari with
a blue bordera blue border
►Round shaped spectacles Round shaped spectacles
and a stickand a stick

8. Brand image = the image of a good or service which
is formed in the customer’s 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
Company image vs. Brand image
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

9.  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.
Two main different levels of
company image

10. 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 an internal impact on
employees
The importance of image

11. Sales
Brand Image
Hi
Low
HiLow
Healthy
Brand
Vulnerable
Dying
Brand
Unrealized
Potential
Brand Image Vs SalesBrand Image Vs Sales

12. 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
Advertising strategy

13. Image and IdentityImage and Identity
Brand identity
Other sources of
Inspiration
•Mimicry
•Opportunity
•idealism

Signals
transmitted
Brand image
Sending Media
Receiving
Competition
And Noise

14. Contd..Contd..
►BRAND IMAGE BRAND IMAGE is a unique set of is a unique set of
associations in the minds of customers associations in the minds of customers
concerning what a brand stands for and the concerning what a brand stands for and the
implied promises the brand makes. implied promises the brand makes.
►BRAND IDENTITY BRAND IDENTITY is the strategic goal for is the strategic goal for
the unique set of associations that a brand the unique set of associations that a brand
should stand for. These associations also should stand for. These associations also
imply a potential promise to customers. imply a potential promise to customers.
►PERCEPTION GAP.PERCEPTION GAP.

15. Brand Equity & Image AssessmentBrand Equity & Image Assessment

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

17. The Top 25 Global BrandsThe Top 25 Global Brands
923Pepsi Cola10
420IBM9
852McDonalds8
236Toyota7
147Nestle6
58Disney5
95Kodak4
212Mercedes-Benz3
14Sony2
61Coca-Cola1
Esteem
Share of
Mind
Brand
Image
Power

18. 1735Canon25
6419Nescafe24
1533Seiko23
5121Colgate22
1232BMW21
4415Polaroid20
1127Porsche19
3014Kellogg’s18
2611Volkswagen17
2410Ford16
1413Kleenex15
816Levi’s14
1017Panasonic13
229Honda12
323Rolls Royce11
Esteem
Share of
Mind
Brand
Image
Power

19. Thank You…Thank You…