Benefits Of Brand Image

Brand image is a perception in the mind of the customers a good impression of a brand. The good impression could arise if the brand has a unique advantage, good reputation, popular, trustworthy and willing to provide the best service for the consumers. The creation of a brand implies communicating a certain brand image in such a way that all the firm's target groups link such a brand (and thus the products sold using its name) with a set of associations (Iglesias, 2001).

Besides that, brand image are often related to brand association. Brand associations into three major categories: benefits, attributes and attitudes. Attributes are those descriptive features that describe a brand, such as what a consumer thinks the brand is or has and what is involved with its purchase or consume. Benefits are the personal value consumers attach to the brand attributes, that is, what they think the brand can do for them. Brand attitudes are consumers' overall evaluations of a brand (Iglesias, 2001).

The purchase intention shows customers preference to purchase the product, where image is very close to customer. Moreover,

For instance, the ability of Levis jeans to command high prices in many European and Asian countries illustrates this idea. In fact, brand image is often the most important consideration in purchasing apparel products. While most apparel firms understand the importance of brand image, they may not so understand how the brand image impacts the consumer’s decision or how a strong brand image can effectively overcome the negative impact of other product attributes on consumer decisions. In another words, marketers must understand what motivates a consumer to purchase a particular product is essential in constructing a solid growth strategy for a brand (Bui,