Brand Image is how customers think of a brand. It can be defined as the perception of the brand in the minds of the customers. This image develops over time. Customers form an image based on their interactions and experience with the brand. These interactions take place in many forms and do not necessarily involve the purchase or use of products and services.
Definitions of Brand Image
According to___ Kotler: An image is the set of beliefs, ideas, and impressions that a person holds regarding an object.
It is the perception of the brand in the mind of the customer. It is an aggregate of beliefs, ideas, and impressions that a customer holds regarding the brand.
A brand can be perceived differently by different customers. Hence, the formation of a consistent image of a brand is a huge task for any business.
It is a very important parameter when it comes to brand performance. If the positive image, the product would rise which would result in more sales. A negative image of a brand will lead to opposite results. Every company should try to be realistic while identifying the brand identity of the product. This identity should be practical, objective, and smart. If it is too ambitious it may lead to customers not forming the same perception in their mind. A positive brand image is built when customers can recall the brand and its uniqueness in terms of the offered value proposition relates to the organization’s way of business and its key values. Hence perception is important because it is formed completely on its own in the customer’s mind and cannot be measured quantitatively. It can be influenced through a good brand identity which a company can control.
- Quality of the Product and service.
- Usability of the Product and service.
- Perceived value.
- Some association like a celebrity with a positive impact.