In today’s world material goods make a big contribution to one’s image and social status. A wealthy, financially stable person could walk down a street wearing an old pair of jeans and a rugged tee shirt and be taken as a middle-to-low-class person. On the contrary, a middle-class woman could wear her only Custo Barcelona dress and carry her only Louis Vuitton handbag and be viewed as a being with excess wealth and prosperity. Brand images are significant elements of American culture, and they continue to make a statement as prominent products of graphic design.
Brands are series of logos, names, slogans, designs, and/or sounds that communicate to people what the company, product, or service in question stands for. Though the main aim of a brand is to develop trust and satisfaction with customers and supporters, people develop their own idea of what this representation may include after experiencing the product for themselves. As more people experience the product and word of the product is spread through society, the brand image becomes synonymous with the product. Some brand images have become so well known that they can be displayed somewhere irrelevant to the product and still are successfully able to convey a message to viewers. A brand is of utmost importance in advertising, and it is essential to develop a brand image early in a product’s life in order to assure that the image will be known for the remainder of time the company or product is in existence.
Some companies or products pay companies with previously established brand images to use for their brand image and establish their own brand image. These companies use the existing brand images because certain qualities are associated with these brands. O...
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...ed through these products since the advertisement shows “a successful person” or “the good life”. They are not really fulfilling the good life or being a successful person, they are buying a brand that represents the good life or a successful person (HBS).
Branding is something that will never go away as long as there are things to sell. If branding didn’t exist and people bought products on impulse, companies would find it difficult to sell their products and services. The loyalty that branding produces makes it easier and more efficient for companies to survive. Branding is essential to companies because of the way society operates, through association of ideals to products. As long as companies continue to intensify their image and relate to desirable conditions, people will continue to buy their products and services, and businesses will continue to strive.
Designing and creating a brand identity is expensive and time consuming. Brands either delegate the task to their marketing teams or hire consultants who charge by the hour and spend many hours in close consultation with managers before they decide on the brand logotype, color, typography, sound, motion and other key elements of the brand identity design. Trial applications are run before the identity is presented for approval. The approved identity is then trademarked and translated to the company website, business cards, letterheads, packaging and advertising. Each step of the process entails heavy funding and
Brand identity is about story telling. Using the latest content that has been published, compromising the five best images that reflect the profile of the brand, a consumer-photo-storyboard can be developed to: Describe the profile of the brand; Identify the main communication and publicity themes; and Critically assess the integrated modes of communication with consumers, including limitations and negative content.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
The term 'branding' in modern marketing is generally originated in the agricultural practices of the medieval age. The farmers 'branded' their animals with the iron and then they were able to identify to whom a particular animal belonged. Artisans 'branded' their products, for example, expensive silver tableware. Smiths 'branded' their swords. The role of the brand is to identify products by the same way as for medieval farmers and for modern corporations as well.
[5] Nandan, S. (2005) An exploration of the brand identity-brand image linkage: A communications perspective, Brand Management. (pp 264 – 278)
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).
Branding and marketing are both buzzwords that to the uninitiated seem interchangeable. After all, they’re both methods businesses can use to increase their profits and productivity. Despite this end goal, there are subtle differences in how and why the tactics are used.
Brand Image has not to be created, but is automatically formed. The brand image includes products' appeal, ease of use, functionality, fame, and overall value. Brand image is actually brand content. When the consumers purchase the product, they are also purchasing its image. Brand image is the objective and mental feedback of the consumers when they purchase a product. Positive brand image is exceeding the customers’ expectations. Positive brand image enhances the goodwill and brand value of an
Branding has now become an indispensable part of every organization. In the world of increasing competition companies need to differentiate their products or services to become successful. Making a product or service and simply selling them will not make a business successful. It will only become one among the thousands. Branding is an effective tool which helps the companies to differentiate and position their products and to establish a personality and identity. Such a personality and image is very much needed to create loyal customers, who are
In today’s business brand image plays an important role to market the brand. Now whenever a consumer buy a brand he always observe its image. The brand image is force which is at top of the mind and then consumer likes to buy that brand. Before buying any brand consumer are countered by many psychological situation than they select the brand according to that situation, every brand has different image in consumer mind. Brand A has good image in one consumer mind but on other hand the brand A does not create well image on other consumer it effect the behavior of every individual. The purpose of the study is to inspect the effect of brand image on consumer behavior among the people of Karachi. We will find out that the brand image has
The world of long-term branding is a complex and tricked with making of the research more attractive. A well-created branding process produces a self-concept and distinctive brand that prominent among competitors. So, H. G. Wells’ (2010) has made some observations and has expressed his observations as “it allows the achievements of producer exceeds the shoulder of the traders directly to the buyers” (p. 12).
Distinguishing one product from another depends on the target market’s ability and in turn the success of any business or consumer product (Lamb, Hair & McDaniel 2009). In the marketing industry and the business world, brand is defined as “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of others.” (Bennett, P.D., 1995). Brands are a common part of marketing and they serve as value to consumers. Brands also give firms a competitive edge over another and a certain leverage over its customers.
Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much more than just creating a way to identify a product or company. Branding is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol.
According to Keller (2003) brand image is a a strong, favorable with unique brand association in recognition, which will result in positive attitude, perceived quality and positive affect in overall. He also states that brand image has been widely accepted in literature that is the perception existing in the memory of the customer. When a customer or consumer can recognize a product brand, it means that they had combined the symbolic value and the willing to own the product as well. Keller also states the high level of brand awareness and positive brand image will increase brand choice probability of consumer, lead to increasing consumer loyalty and lower the damaging of market action.
Brand and Branding creates unique image of marketing offering(s) and can lead to brand preference and brand loyalty on the part of the consumers.