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 seller’s product or service as distinct from those of other sellers” - The American Marketing Association

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 CUSTOMERS INTERACTIONS 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 ►P►P►P►Personality and character ►H►H►H►Hard and Soft attributes ►V►V►V►Visual representations

Visual representations ► A white sari with a blue border a blue border ► Round shaped spectacles and a stick

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

 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

 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

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

 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

Image and Identity Brand identity Other sources of Inspiration Mimicry Opportunity idealism Signals transmitted Brand image SendingMedia 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

 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. Developing image in the good way

The Top 25 Global Brands Image Power Brand Share of Mind Esteem 1Coca-Cola16 2Sony41 3Mercedes-Benz122 4Kodak59 5Disney85 6Nestle714 7Toyota623 8McDonalds285 9IBM204 10Pepsi Cola392

11Rolls Royce233 12Honda922 13Panasonic Levi’s168 15Kleenex Ford Volkswagen Kellogg’s Porsche Polaroid BMW Colgate Seiko Nescafe Canon3517 Image Power Brand Share of Mind Esteem

Thank You…