BRAND IMAGE

Brand image is the perceptions about a brand as

reflected by the brand associations held in consumer

memory.

(Keller 1993)

A more simple definition could be “all that a

consumer can possibly associate with a particular

brand.”

(Mitchell 1982)

How can brand image be influenced?1. The brand image is a unique set of associations in the mind of the consumers

regarding what the brand stands for as well as the implied promises the brand makes.

2. It is the sum of both the tangible and intangible assets

3. It represents all internal and external characteristics

4. It is anything that may influence how the company is perceived by target groups.

5. The companies image is the best single marketing investment a company can make!!

HOW MANAGERS BENEFIT FROM A GOOD BRAND IMAGE1. New product ranges will be recognised as being similar to existing

product ranges i.e. Lower costs in promotion (Virgin)

2. Economies of scale cheaper to use one brand image world wide i.e. Apple

3. Take advantage of consumer trust i.e. we will trust a BMW car

4. Consumer knowledge can lead to brand loyalty

Components Of Brand Image

Consumers’ overall evaluations of a brand.

ATTRIBUTES

BENEFITS

BRAND ATTITUDES

Keller distinguishes between non-product-related attributes (price, packaging,

user imagery, usage imagery; the last two can also produce brand

personality attributes) and product-related attributes.

Functional (often linked to physiological needs), experiential (what it feels like

to use the product), and symbolic i.e a need for social approval or self-

esteem.

11 Dimensions Of Brand Image By Aaker

1. Product attributes

2. Intangibles

3. Customer benefits

4. Price

5. Use/ application

6. User

7. Celebrity

8. Life style

9. Product class

10. Competitors

11. Country of origin.

• Aaker’s and Keller’s typologies share many common categories : price, user imagery, usage imagery, and product attributes

• Aaker (1991) makes another important contribution with his typology, distinguishing between 11 dimensions:

A New Typology Of Brand Image

(Korchia 1999)

Attributes : compassion, kindness, care, and love

Benefits : Treating or preventing dry, itchy skin or minor skin irritations.

Brand attitudes : high brand image in the market, high quality

Example

Brand image

Why do the global managers use brand image?

• To ensure that consumers can recognize their brands instantly

• To form the good image of a product or service in the customer’s mind

The importance of brand image

• Image communicates expectations

• Image has an internal impact on employees

Benefits and Advantages of Brand Image

To keep brand image in the mind of customers.

To be seen as more reliable and trustworthy.

To make people realize the brand item is higher quality.

Simple introduction of new products.

REFERENCES• eurib, (2016). Kapferer's brand identity prism. [online] Available at:

http://www.eurib.org/fileadmin/user_upload/Documenten/PDF/Identiteit_en_Imago_ENGELS/v_-_Het_Brand-Identity_Prism_model_van_Kapferer__EN_.pdf [3 February 2016].

• Faircloth, J., Capella, L. and Alford, B. (1993) "The Effect Of Brand Attitude And Brand Image On Brand Equity". Journal of Marketing Theory and Practice 9 (3), 61-75

• Kapferer, J. (2008) The New Strategic Brand Management. London: Kogan Page• Keller, K. (1993) "Conceptualizing, Measuring, And Managing Customer-Based Brand Equity". Journal

of Marketing 57 (1)• Keller, K. (2001) "Customer-Based Brand Equity: A Blueprint For Building A Strong Brand". Marketing

Science Institute• Korchia, M. (1999) "A New Typology Of Brand Image". European Advances in Consumer Research 14,

8• Managementstudyguide.com, (2016) Brand Identity Vs Brand Image [online] available from

<http://managementstudyguide.com/identity-vs-image.htm> [2 February 2016]• Nandan, S. (2005) "An Exploration of the Brand Identity–Brand Image Linkage: A Communications

Perspective". Journal of Brand Management 12 (4), 264-278