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Brand Image
Brand image is the perception of a brand held by customers, formed from all brand communications and representing what the brand stands for. Brand image can be strengthened through advertising, packaging, and other promotional tools. Improving brand image may involve repositioning the brand to better align with its core values, changing brand elements like names and logos, entering new markets, adjusting the brand portfolio, and using migration strategies for new products and services like acquiring new customers through marketing campaigns and brand extensions.
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Brand Image
- 1. IMPROVING THE BRAND IMAGE. . .
- 2. What is BrandImage ! ! ! Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. Brand image is the overall impression in consumers‟ mind that is formed from all sources. Example: Volvo is associated with safety. Toyota is associated with reliability.
- 3. Brand imagescan be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc. Brand image has not to be created, but is automatically formed.
- 4. IMPROVING THE BRAND IMAGE. . . Repositioning the Brand Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand. For instance, Dettol toilet soap was positioned as a beauty soap initially. This was not in line with its core values. Dettol, the parent brand (anti-septic liquid) was known for its ability to heal cuts and gashes. The extension‟s „beauty‟ positioning was not in tune with the parent‟s “germ-kill” positioning.
- 5. Changing BrandElements Kentucky Fried Chicken abbreviated its name to the initials KFC. The company also introduced a new logo incorporating the character of Colonel Sanders as a means to maintain tradition but also modernize its appeal. Brand names may change for the reasons. Federal Express choose to officially shorten its name to FedEx and introduce a new logo to acknowledge what consumers were actually calling the brand.
- 6. Entering NewMarkets Adjustments to the Brand Portfolio Some companies have multiple products and services, each of which may have its own brand (trademark, service mark), or form part of a "family of brands." They may be common law marks, or registered under statutes in various countries and states. The total collection of these rights is called the "brand portfolio."
- 8. • Migration Strategies Especiallyfor the new products & services… • Acquiring new Customers Multiple Marketing Communication Programmes Campaigning… Brand Extensions and Sub-brands New distribution Outlets Retiring Brands Obsoleting Existing Products