Brand image is defined as the unique set of associations in customers' minds about what a brand stands for and the promises it implies. It is shaped by interactions between the firm, customers, and brand identity as framed by marketers. A brand is created through continuously developing relationships where customers form differentiated impressions of products and services based on brand exposures. Company image refers to perceptions of the organization itself among various stakeholders, while brand image is specific to products and services. Managing brand image requires understanding how customers experience and perceive the brand.
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
FIRM INTERACTIONS CUSTOMERS
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 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 IMAGE
A unique set of associations in the
minds of customers concerning what a
brand stands for and the implied
promises the brand makes.
5. 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.
8. Company image vs. Brand image
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
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. 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.
10. 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 an internal impact on
employees
11. Brand Image Vs Sales
Sales
Hi
Low
Healthy
Unrealized
Hi
Brand
Potential
Brand Image
Dying
Vulnerable
Low
Brand
12. 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
13. Image and Identity
Receiving
Sending Media
Brand identity
Signals
Brand image
transmitted
Other sources of
Inspiration
•Mimicry
•Opportunity
Competition
•idealism
And Noise
14. 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.
16. 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.
17. The Top 25 Global Brands
Image Share of
Brand Esteem
Power Mind
1 Coca-Cola 1 6
2 Sony 4 1
3 Mercedes-Benz 12 2
4 Kodak 5 9
5 Disney 8 5
6 Nestle 7 14
7 Toyota 6 23
8 McDonalds 2 85
9 IBM 20 4
10 Pepsi Cola 3 92