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…