BRAND IMAGEBRAND IMAGE

MBA.MBA.

What is a brand?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 relationships

Brand identityframed by marketers

Brand imagein the mind of customers

Brandthe actual image of the

firm in customers’ minds

Brand relationships

Branding process

FIRM CUSTOMERSINTERACTIONS

A new definition based on Brand relationships:A new definition based on Brand relationships: Brand is Brand is created in continuously developing brand relationships where created in continuously developing brand relationships where the customer forms a differentiating image of a product or the customer forms a differentiating image of a product or service based on all kinds of brand contacts that the customer service based on all kinds of brand contacts that the customer is exposed to.is exposed to.

BRAND IMAGEBRAND IMAGE

A unique set of associations in the A unique set of associations in the minds of customers concerning minds of customers concerning what a brand stands for and the what a brand stands for and the

implied promises the brand implied promises the brand makes. makes.

Cont…Cont…

►The sum of all tangible & intangible The sum of all tangible & intangible traits. traits.

► It represents all internal & external It represents all internal & external characteristics.characteristics.

► It's anything & everything that It's anything & everything that influences how brand or a company is influences how brand or a company is perceived by its target constituencies.perceived by its target constituencies.

► It is the best, single marketable It is the best, single marketable investment a company can make. investment a company can make.

ComponentsComponents

►Personality and characterPersonality and character

►Hard and Soft attributesHard and Soft attributes

►Visual representationsVisual representations

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

Brand imageBrand image = the = the image of a good or image of a good or serviceservice which is which is formed in the customer’s formed in the customer’s mindmind

Company imageCompany image = the = the valued customersvalued customers, , potential customers, lost customers and other potential customers, lost customers and other groups of people groups of people connect with the connect with the organizationorganization

The two concepts are slightly The two concepts are slightly differentdifferent

Company image vs. Brand Company image vs. Brand imageimage

Ex: The French national railway company:Brand image: one can travel easily and safely by train in FranceCompany image: very paternalistic and “old fashioned” company

CorporateCorporate – THE image people – THE image people have of an organizationhave of an organization (more for (more for big companies)big companies)

LocalLocal – obviously linked to the – obviously linked to the Corporate image but can develop Corporate image but can develop its own fame and imageits own fame and image

The 2 levels are interrelated and The 2 levels are interrelated and influence each other.influence each other.

Two main different levels of Two main different levels of company imagecompany image

Image communicatesImage communicates expectations expectations

Image is aImage is a filter influencing filter influencing perceptions perceptions of the performance of of the performance of the firm the firm

Image isImage is a function of a function of expectations expectations and and experiencesexperiences

Image hasImage has an internal impact an internal impact on on employeesemployees

The importance of imageThe importance of image

Sales

Brand Image

Hi

Low

HiLow

HealthyBrand

VulnerableDyingBrand

UnrealizedPotential

Brand Image Vs SalesBrand Image Vs Sales

Type of brand association : BenefitFun, unpretentious, informal, classless, social

Appropriateness of brand associationPromotional advertisingTheme advertising

Strength of brand association Importance for consumersConsistency

Uniqueness of brand association

Advertising strategy

Image and IdentityImage and Identity

Brand identity

Other sources ofInspiration•Opportunity

Signalstransmitted

Brand image

Sending Media Receiving

CompetitionAnd Noise

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 concerning what a brand stands for and the implied promises the brand makes. the implied promises the brand makes.

►BRAND IDENTITY BRAND IDENTITY is the strategic goal is the strategic goal for the unique set of associations that a for the unique set of associations that a brand should stand for. These brand should stand for. These associations also imply a potential associations also imply a potential promise to customers. promise to customers.

►PERCEPTION GAP.PERCEPTION GAP.

Brand Equity & Image Brand Equity & Image AssessmentAssessment

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 it has to take thethe 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 in order to improve

performance. Communication can be used but at a performance. Communication can be used but at a second level.second level.

Developing image in the good wayDeveloping image in the good way

The Top 25 Global The Top 25 Global BrandsBrands

ImagePower

BrandShare of

MindEsteem

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

11 Rolls Royce 23 3

12 Honda 9 22

13 Panasonic 17 10

14 Levi’s 16 8

15 Kleenex 13 14

16 Ford 10 24

17 Volkswagen 11 26

18 Kellogg’s 14 30

19 Porsche 27 11

20 Polaroid 15 44

21 BMW 32 12

22 Colgate 21 51

23 Seiko 33 15

24 Nescafe 19 64

25 Canon 35 17

ImagePower

BrandShare of

MindEsteem

Thank You…Thank You…