What Is Brand Image? – Importance & Examples
Brand Image is how customers consider a brand. It can be defined as the perception of the brand within the minds of the customers.
This perception develops over time. Customers shape a picture based on their interactions and experience with the brand. These interactions takes place in lots of forms and not necessarily involve the acquisition or use of services and products.
What Is Brand Image?
Brand image is the perception of the brand in the mind of the consumer. It is an aggregate of beliefs, ideas, and impressions that a customer holds concerning the brand.
“An image is the set of beliefs, ideas, and impact that someone holds regarding an object.”
– Kotler
A simple definition of brand image could be – the clients’ belief of the brand primarily based on their interactions and experience with the brand or their ideals of what the brand might do.
A brand can be perceived in another way by distinctive clients. Hence, the formation of a steady brand image is a big project for any business.
Importance of Brand Image
Every Company strives to construct a solid presence as it support in achieving their business goals. A strong brand image has the following benefits –
- More profits as new clients are interested in the brand.
- Easy to introduce new merchandise beneath the existing brand.
- Boosts the spirit of current clients. Helps in maintaining them.
- Better Company-Consumer relationship.
An organization with a bad image / reputation might face difficulty to perform and won’t be able to launch a brand new product under the existing brand.
What Gives Rise To Brand Image?
Businesses spend most of their time, attempt, and assets in building their brand identification. They determine how their brand will appear, how should the customer feel when they contact the brand, where the brand be positioned in consumers’ minds, and different associations. All these, when added, give boost to a brand personality which ultimately deliver rise to the brand image when the consumer interacts with this brand or gets to know about it.
Now, it isn’t always necessary that an image forms out of an interactions and experience with the brand. There are times when potential clients form a picture of the brand of their thoughts after analysing news about the brand or after watching an influencer review it.
This is much like with people. When we meet a person, we examine his personality and create a belief of him in our minds based on our interactions. Similarly, we additionally form perceptions while we hear about that person from a number of our friends.
Examples of Brand Image
- Coca-Cola is a brand acknowledged for a product used at the time of happiness and pleasure. It is the ‘original cola’ and has a ‘exclusive taste’.
- Woodland Shoes are solid and are a super desire for outdoors. They are long lasting.
- McDonald’s has an image of a less expensive brand that serves the food in no time.
- Walmart is first-class known for a retail brand selling items for a lesser rates than traditional retailers.
- Rolls-Royce is a top class brand considered to be unique for rich and influential people.
- The brand image of Nike is different from other clothing brands. It’s taken into consideration to be a cult brand which deals only in sportswear.
Brand Image vs Brand Identity
Brand identification is how the business portrays itself to the customers. It’s how the brand needs the customers to perceive it.
Brand image, on the other hand, is how the clients absolutely understand the brand. The enterprise has less control over its image and always strive to align the brand image with the favoured brand identity.
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