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BRAND IMAGE
        A.Vineeth,
          MBA.
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
           FIRM              INTERACTIONS                 CUSTOMERS

                                                              Brand image
        Brand identity
                                                          in the mind of customers
       framed by marketers
                              Brand relationships

                               Branding process


                                        Brand
                                the actual image of the
                              firm in customers’ minds

A new definition based on Brand relationships: Brand is created in
continuously developing brand relationships where the customer
forms a differentiating image of a product or service based on all kinds
of brand contacts that the customer is exposed to.
BRAND IMAGE
  A unique set of associations in the
minds of customers concerning what a
   brand stands for and the implied
     promises the brand makes.
Cont…
► The  sum of all tangible & intangible traits.
► It represents all internal & external
  characteristics.
► It's anything & everything that influences
  how brand or a company is perceived by its
  target constituencies.
► It is the best, single marketable investment
  a company can make.
Components
► Personality   and character

► Hard   and Soft attributes

► Visual   representations
Visual representations

►A   white sari with
        a blue border



► Round   shaped spectacles
           and a stick
Company image vs. Brand image
 Brand image = the image of a good or service which
 is formed in the customer’s mind

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

 The two concepts are slightly different
  Ex: The French national railway company:
          Brand image: one can travel easily and safely
          by train in France
          Company image: very paternalistic and “old
          fashioned” company
Two main different levels of
     company image

 Corporate – THE image people have of
  an organization (more for big companies)
 Local – obviously linked to the
  Corporate image but can develop its
  own fame and image

 The 2 levels are interrelated and
 influence each other.
The importance of image
 Image communicates expectations

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

 Image is a function of expectations and
  experiences

 Image has    an   internal   impact   on
  employees
Brand Image Vs Sales

                              Sales
                                          Hi
                      Low

                                       Healthy
                    Unrealized
              Hi
                                        Brand
                     Potential
Brand Image

                      Dying
                                      Vulnerable
              Low
                      Brand
Advertising strategy
Type of brand association : Benefit
Fun, unpretentious, informal, classless, social

Appropriateness of brand association
Promotional advertising
Theme advertising

Strength of brand association
Importance for consumers
Consistency

Uniqueness of brand association
Image and Identity
                                           Receiving
   Sending           Media

 Brand identity

                     Signals
                                       Brand image
                   transmitted
Other sources of
Inspiration
•Mimicry
•Opportunity
                             Competition
•idealism
                             And Noise
Contd..
► BRAND      IMAGE is a unique set of
  associations in the minds of customers
  concerning what a brand stands for and the
  implied promises the brand makes.
► BRAND IDENTITY is the strategic goal for
  the unique set of associations that a brand
  should stand for. These associations also
  imply a potential promise to customers.
► PERCEPTION GAP.
Brand Equity & Image Assessment
Developing image in the good way

 What is important for customers is what they experience
 Bad experiences always result in bad image

     Hence, if a company has a poor image, it has to take the

    correct measures to improve it based on reality:

          Company unknown or not well known
          Action: communication campaign

          Company known but performing badly
          Action: internal action in order to improve performance.
           Communication can be used but at a second level.
The Top 25 Global Brands
Image                       Share of
               Brand                   Esteem
Power                        Mind

  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
Image                 Share of
         Brand                   Esteem
Power                  Mind
 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
Thank You…

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Brand Image

  • 1. BRAND IMAGE A.Vineeth, MBA.
  • 2. 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
  • 3. Brand relationships FIRM INTERACTIONS CUSTOMERS Brand image Brand identity in the mind of customers framed by marketers Brand relationships Branding process Brand the actual image of the firm in customers’ minds A new definition based on Brand relationships: Brand is created in continuously developing brand relationships where the customer forms a differentiating image of a product or service based on all kinds of brand contacts that the customer is exposed to.
  • 4. BRAND IMAGE A unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes.
  • 5. Cont… ► The sum of all tangible & intangible traits. ► It represents all internal & external characteristics. ► It's anything & everything that influences how brand or a company is perceived by its target constituencies. ► It is the best, single marketable investment a company can make.
  • 6. Components ► Personality and character ► Hard and Soft attributes ► Visual representations
  • 7. Visual representations ►A white sari with a blue border ► Round shaped spectacles and a stick
  • 8. Company image vs. Brand image Brand image = the image of a good or service which is formed in the customer’s mind Company image = the valued customers, potential customers, lost customers and other groups of people connect with the organization  The two concepts are slightly different Ex: The French national railway company: Brand image: one can travel easily and safely by train in France Company image: very paternalistic and “old fashioned” company
  • 9. Two main different levels of company image  Corporate – THE image people have of an organization (more for big companies)  Local – obviously linked to the Corporate image but can develop its own fame and image  The 2 levels are interrelated and influence each other.
  • 10. The importance of image  Image communicates expectations  Image is a filter influencing perceptions of the performance of the firm  Image is a function of expectations and experiences  Image has an internal impact on employees
  • 11. Brand Image Vs Sales Sales Hi Low Healthy Unrealized Hi Brand Potential Brand Image Dying Vulnerable Low Brand
  • 12. Advertising strategy Type of brand association : Benefit Fun, unpretentious, informal, classless, social Appropriateness of brand association Promotional advertising Theme advertising Strength of brand association Importance for consumers Consistency Uniqueness of brand association
  • 13. Image and Identity Receiving Sending Media Brand identity Signals Brand image transmitted Other sources of Inspiration •Mimicry •Opportunity Competition •idealism And Noise
  • 14. Contd.. ► BRAND IMAGE is a unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes. ► BRAND IDENTITY is the strategic goal for the unique set of associations that a brand should stand for. These associations also imply a potential promise to customers. ► PERCEPTION GAP.
  • 15. Brand Equity & Image Assessment
  • 16. Developing image in the good way  What is important for customers is what they experience  Bad experiences always result in bad image Hence, if a company has a poor image, it has to take the  correct measures to improve it based on reality:  Company unknown or not well known  Action: communication campaign  Company known but performing badly  Action: internal action in order to improve performance. Communication can be used but at a second level.
  • 17. The Top 25 Global Brands Image Share of Brand Esteem Power Mind 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
  • 18. Image Share of Brand Esteem Power Mind 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