Consumers perceive and accept many brands within a certain trade group in different ways. By personifying a brand (How would you describe brand X if it were a person?) we can find out, that for instance consumers perceive brand A as a young, impulsive, lively, attractive, energetic woman full of ideas. In the same way could brand B be an elderly, conservative and relaxed man. The brand can also have a completely inexpressive and bad image. That is how brand C may not have any real personal characteristics, slim, tall, unnoticeable and calm.
The image basically expresses a way a consumer thinks about the brand and the feelings the brand arouses when the consumer thinks about it. On the basis of these characteristics, which the consumer associates with the brand, the company can build a competitive advantage for its brand.
What sort of image should our brand have?
Before answering this question it is important to take into account several factors and market circumstances: company goals, consumer wishes and expectations, trade groups and several other groups. A company builds its brand image through trade communication with its consumers. That is how a company informs the consumer of what the brand represents, what its values are, what the company is offering or guaranteeing the consumer, what its advantages are, its qualities etc. The consumers interpret all obtained information and form a subjective perception of the brand or its image.
Why research the brand image?
Understanding a brand image is of key importance to long-term management of a brand. It is also important how the consumers formed the brand and what kind of relationship was formed with the brand - what the brand means to them and how they have accepted it. Understanding the relationship between consumers and brands can help a company control its successful brand positioning and the efficiency of advertising.
How do we research the image?
The brand image is formed in the long-term and represents a non-conscious and "untouchable" area, which needs to be researched using projective researching methods that help the consumer to overcome certain obstacles and limitations as well helping him to be inspired in the world of brand names. The consumer does therefore not only focus on the brand, but mainly on his experience with it and on its usual users. He focuses on the opportunities, which are most suitable for the specific brand and what sort of image the brand presents etc. We are able to research and describe the brand from various perspectives. We obtain many different associations, ideas, benefits and people whom the consumer in some way connects to brands, which need to be suitably and correctly interpreted. It is important to define the key characteristics and values, which are connected to a specific brand by the consumer. Relevant findings show results of long-term management of a brand and represent key dimensions on which the competitive advantage of a brand is based.
To measure how strong your brand image and brand identity are copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.
Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.
Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.
Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.
Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
INTRODUCTION To get any business started successfully takes many ingredients.... Read More
Parades happen in every big city and many small towns.... Read More
Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was... Read More
Make More Money Making a Name for YourselfCalling all realtors,... Read More
Recently, I was reviewing our website statistics. One of the... Read More
The task of creating an indelible impact on the memory... Read More
One of the critical drivers of business success is having... Read More
This may come as a surprise... to you, but Branding... Read More
When Mitsubishi launched a new car with the name "Pajero"... Read More
Successful Guru marketers have a secret weapon that they use... Read More
You wouldn't skip letterhead when sending out a sales letter... Read More
The so called 'globalisation' has cluttered the world markets with... Read More
Branding your comapny should be the first thing a company... Read More
How many times have you been at a networking function... Read More
Sometimes the best inspiration comes from hearing about the deconstruction... Read More
The best brands always try... Read More
If you could have the secret recipe and all the... Read More
In this highly competitive online marketplace, it can be difficult... Read More
I was asked today by a group of students; What... Read More
Consumers perceive and accept many brands within a certain trade... Read More
Wondering if a trademark is important to you as a... Read More
June 13, 2005 -- Jane Chen (Producer) of the Red... Read More
Successful Realtors know the importance of branding their identities into... Read More
In a world of co-branding, point of destination strategies and... Read More
Quite often small business owners will ask me to reveal... Read More
Visual elements are a major part of your business's brand... Read More
How do automotive detailing companies start? What makes them work... Read More
McDonald's buys its potatoes from corporate farmers in Idaho not... Read More
Every day, the average person is exposed to millions of... Read More
Ask your self this question, In which business are we... Read More
How brand management can help utility organisations to create a... Read More
1. It "sells itself." I don't need to market.Okay, you... Read More
Hiring a brand identity company is very important. In every... Read More
Every company has a brand (how people think of them)... Read More
"You had me at hello," those famous words from the... Read More
The number of complaints to the Federal Trade Commission on... Read More
All You Need is Branded Email Or Always Branded Email... Read More
One of the critical drivers of business success is having... Read More
Companies have been branding their collateral materials such as letterhead,... Read More
Move over pop star "Posh Spice" Adams and English soccer... Read More
In this highly competitive online marketplace, it can be difficult... Read More
Like it or not it's who you are. Your corporate... Read More
Love him or hate him, one thing is certain: Donald... Read More
1. It "sells itself." I don't need to market.Okay, you... Read More
Do you want to attract new customers while building greater... Read More
As more and more home pressure washers are sold at... Read More
The elements and functionality of the basic stationery system is... Read More
Branding your comapny should be the first thing a company... Read More
To begin, let's define "Brand Identity," which is the combination... Read More
One of the ways people get to know you is... Read More
Branding is perhaps the most important facet of any business--beyond... Read More
Become your customers top-of-mind choice.Some of these snapshots of real... Read More
The marketing director for one of my longtime clients used... Read More
There are three basic types of logos: text, symbol, and... Read More
"Make no little plans, they have no magic to stir... Read More
McDonald's buys its potatoes from corporate farmers in Idaho not... Read More
After more than a decade since the last attempt to... Read More
Having a concise, clear image that you project to your... Read More
Have you ever watched one of those home makeover shows?... Read More
To stand out in a cluttered world, become a recognized... Read More
I love Pepsi. It's that slightly sweeter taste and the... Read More
Most people who own a small business have a huge... Read More
As a graphic designer, I can tell you something right... Read More
Visual processing is the most important way for gathering information... Read More
Today, in many organizations around the world, branding is treated... Read More
Initial lack of customers and cash flow often causes a... Read More
Branding |