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Images evoked by exposure to a named brand AMR Recommends...
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Like brand personality, brand image is not something you have or  
  - Independent
you don't! A brand is unlikely to have one brand image, but & original news daily from
several, though one or two may predominate. The key in brand the heart of Asia
image research is to identify or develop the most powerful images Recommended by Asia
and reinforce them through subsequent brand communications. Market Research dot com :
The term "brand image" gained popularity as evidence began to Sponsorship info
grow that the feelings and images associated with a brand were
powerful purchase influencers, though brand recognition, recall
and brand identity. It is based on the proposition that consumers
buy not only a product (commodity), but also the image
associations of the product, such as power, wealth, sophistication,
and most importantly identification and association with other
users of the brand. In a consumer led world, people tend to define
themselves and their Jungian "persona" by their possessions.
According to Sigmund Freud, the 
and 
control to a
large extent the image and personality that people would like
others to have of them.

Good brand images are instantly evoked, are positive, and are
almost always unique among competitive brands.

Brand image can be reinforced by brand communications such as

packaging, advertising, promotion, customer service, word-of-
mouth and other aspects of the brand experience.

Brand images are usually evoked by asking consumers the first

words/images that come to their mind when a certain brand is
mentioned (sometimes called "top of mind"). When responses are
highly variable, non-forthcoming, or refer to non-image attributes
such as cost, it is an indicator of a weak brand image.


 


Based on the premise that brands can have personalities in much the same way as humans, Brand
Personality describes brands in terms of human characteristics. Brand personality is seen as a
valuable factor in increasing brand engagement and brand attachment, in much the same way as
people relate and bind to other people. Much of the work in the area of brand personality is based
on translated theories of human personality and using similar measures of personality attributes
and factors.


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By Laura Lake, About.com Guide to Marketing

  


 

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-xploring brand marketing concepts is a great way to fine-tune your business model and
business practices, but what is branding and why is it important? A strong brand is invaluable as
the battle for customers intensifies day by day. It's important to spend time investing in
researching, defining, and building your brand. After all your brand is the source of a promise to
your consumer.





  
You've defined your brand and you've done the research, but what steps do you need to take to
successfully implement your brand strategy? These resources well help in not only defining what
your strategy and objectives are, but they will help you in the implementation process.


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