Importance Of Brand Image

A brand is like a real person who lives and works in the real world. Like people on the earth, each brand has its own unique identity and original image. It represents a company’s or an organization’s value, service, culture background, thought and personality. Brand identity, in a word, refers to how a company or an organization wants the customers to perceive its product or service as it plans. An appropriate brand identity can set a company apart from competitors by making right promise and differentiation. It can improve brand awareness and generates regular buyers even active buyers. A strong brand identity is like a celebrity in the world, which has powerful attractiveness to its followers. It leads not only profits and financial assets,

It can be defined as a unique bundle of associations within the minds of target customers. Brand image is formed in consumer’s mind from all signals and information sent by companies and other sources of information such as their knowledge, life experience, and contact with a brand. Consumers develop various associations with the brand, while based on these associations, they form brand image. In short, it is nothing but the consumers’ actual perception about the product or service. Brand image conveys emotional value and not just a mental image. It is the subjective and mental feedback of the consumers when they have a contact with a product. And also it is an accumulation of contact, observation and feelings by people to an organization. Brand image lies in consumer’s mind, which develops and conveys the product’s character in a unique manner different from its competitor’s image. The brand image consists of various features that exist in consumers’ mind like benefits and attributes. Brand attributes are the functional and mental connections with the brand that customers experience. Generally speaking, benefits are the main reasons for the purchase decision. There are three types of benefits. First, functional benefit is what a brand achieves better than others. Second, emotional benefit is that how a brand makes its product different than others, and last, rational benefits is why consumers choose this brand and believe it. Brand image can’t be created by any companies, but is automatically formed by consumers. When the consumers purchase the product, they also purchase its