Brand image plays a key role in determining which brands can perform better and succeed in their respective markets. In addition to reviewing the construction, improvement, and measurement of it to achieve a better position in the market, this article defines it and highlights its importance.
What is a brand image?
“A set of communications related to items such as product features, benefits or prices, which are organized in meaningful ways.” (Acker, 1993)
“Perception of a brand is reflected as communication in the minds of consumers” (Keller, 1993)
Claire believes that communications are made in this way:
- We experience brands directly and receive information about them.
- Based on previous knowledge of the brand (for example, country of origin) we infer indirectly.
Suppose the brand features and benefits satisfy customers. In this case, there will be a favorable general attitude towards the brand and it can be said that the brand has a positive image.
Simply put, it includes consumers’ feelings about the brand and how they perceive it. It is important to note that even those who do not need or use your products or services can make connections and reflect an image of you in the same way; Therefore, brand image is essential everywhere.
Distinguish brand image from other branding concepts
The difference between it and a brand identity. Mistaking the brand image and brand identity is what Acker calls the “brand image trap.”
Brand identity is what the company tries to convey about itself and the connections it wants customers to make with it, regardless of whether it is the end result or not.
It is the ultimate consumer perception that creates it. The company can control the brand identity and always try to match it with it that is apparently in the minds of consumers.
- It is developed internally.
- Who do you want to be? (Company image) is active.
Futurist: You are constantly trying to create and establish your desired identity.
- It is developed externally
- How do consumers feel about you? (Image perceived by the consumer)
It is passive.
Retrospective: Your image is formed based on the change in consumers’ perceptions of you over time.
The difference between it and brand awareness
Brand awareness is often confused with it. Brand awareness means how consumers can think about a brand when searching for a product or service. It’s all about how prominent a brand is in the consumer’s mind, and therefore more about memory and reminder.
However, the brand image is related to brand communication and perceptions over time, which generally reflects it.
Why is the brand image important?
1- Competitive advantage
It can positively affect brand equity and is therefore critical to gaining more market share. This allows companies to charge higher costs, which customers will actually be willing to pay. They can also implement brand or product development strategies more successfully because consumers view them positively and therefore trust them.
It refers to how consumers view your brand, offers, and what is valuable to you. It is essential in developing brand equity and successful market competition.
Knowing and connecting with your brand and creating positive experiences for customers are important ways through which you can indirectly build your brand image.