Brand Image

Brand Image

Brand Image in the New Age

(Taken from an interview with marketing guru, Ajeet Khurana as he demystifies marketing)

The term brand image refers to the feeling that one gets when one comes across a particular brand reference or a brand symbol. It is one of the vital attributes of a brand as well as a measure of the impact of branding on the target audience. It is important to note that brand image concerns itself with how only the target audience perceives the brand and not the general population.

In the case of generic products like chocolates, cola etc, there is likely to be an overlap between the target audience and the population as everyone is a prospective consumer of the product. However, for niche products, it is not necessary that the brand image be favorable amongst the entire population. As long as it is positive in the minds of the desired target audience, it is considered to be affirmative.

Another interesting correlation is that of the brand image and the brand age. Vintage brands tend to have a positive brand image since the fact that the brand still exists proves that it has provided value in the past and has survived for all the years it has. In this case then, the mere presence of brand vintage has misled the prospective consumers into believing that the brand has positive brand image. On observing closely one would realize that the brand may have survived due to a variety of reasons and not only because it has been favored in the past.

While on the concept of brand image, it must be mentioned that though it is perceived as being synonymous with brand imagery, the two are in fact completely different terms. Every brand has some inputs that go into its creation and building as well as a few outputs that result from the process. Thus, brand name, positioning and brand imagery like symbols, logos etc. are the inputs that go into making the brand. More specifically, brand imagery refers to visuals associated with brand and will also include the mascot, the brand ambassador and any other element that creates visual imagery in the minds of the consumers. In the case of the brand Virgin, it is the flamboyance of its leader Richard Branson that is part of Virgin’s imagery.

On the other hand, brand image is one of the many outcomes of the process of brand building. To put it simply brand image is what comes to the mind of the consumers after he has been exposed to the brand name and brand imagery. Thus, brand imagery influences brand image.

Having understood the concept of brand image, one must evaluate its importance in the process of marketing. While a positive brand image does create a bias for sale, acceleration or deceleration of sale can happen due to a lot of other factors. However, though brand image is not the only factor that can impact sales, it can be used effectively as a differentiator in a market-place where hoards of “me-too” products clamor for consumer attention.