Sustainable Growth Rate and the Du-Pont Analysis (PRAT Model)
We now have a basic understanding of the concept of sustainable growth rate and how it related to the valuation of any given firm. In this article, we will dig deeper in the same formula in an attempt to connect it with the famous Du-Pont model which is used worldwide to predict the Return On […]
Role of Motivation in Employee Retention
Employee retention involves various steps taken to retain an employee who wishes to move on. An employee must find his job challenging and as per his interest to excel at work and stay with the organization for a longer period of time. The management plays an important role in retaining the talented employees who are […]
How Should HR Managers Deal with Occupational Hazards at the Workplace?
What are Occupational Hazards and how they have Manifested in the Industrial Era? By definition, Occupational Hazards are those casualties, injuries, and accidents that involve workers and professionals in the course of their work. As the name implies, these are hazards that are associated with their workplace lives and hence, are sustained in the course […]
Behavioral Life Cycle Theory
There have been many economic theories developed in order to understand how and why human beings save and spend their resources. Up until now, most of these theories have been developed based on the principles of theoretical finance. The first theory to be put up in this regard was developed by Modigliani in the year […]
China’s Real Estate Market
The real estate market in China has undergone a complete shift. At one point in time, the Chinese workers were assured of secure housing by their communist government. However, the recent trend in Chinese real estate has made real estate unaffordable even for the highly paid middle class employees making it a completely different ball […]
Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand.
In short, it is nothing but the consumers’ perception about the product. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image.
Brand image is nothing but an organization’s character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organization’s mission and vision to all.
The main elements of positive brand image are-: unique logo reflecting organization’s image, slogan describing organization’s business in brief and brand identifier supporting the key values.
Brand image is the overall impression in consumers’ mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image.
An image is formed about the brand on the basis of subjective perceptions of associations bundle that the consumers have about the brand. Volvo is associated with safety. Toyota is associated with reliability.
The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant.
Brand image can be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc.
Brand image develops and conveys the product’s character in a unique manner different from its competitor’s image. The brand image consists of various associations in consumers’ mind - attributes, benefits and attributes.
Brand attributes are the functional and mental connections with the brand that the customers have. They can be specific or conceptual. Benefits are the rationale for the purchase decision.
There are three types of benefits:
Brand attributes are consumers overall assessment of a brand.
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 it’s 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 organization.
To sum up, “Brand image” is the customer’s net extract from the brand.
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