Now, when we know what marketing means we have to wonder what is the brand image, which is part of marketing, to understand whole movement of one of polish brand.
First of all it's worth to underlinie that brand image is not something you have or you don't! A brand is unlikely to have one brand image, but several, though one or two may predominate. The key in brand image research is to identify or develop the most powerful images and reinforce them through subsequent brand communications. The term "brand image" gained popularity as evidence began to 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. According to Sigmund Freud, the ego and superego control to a large extent the image and personality that people would like others to have of them.
First of all it's worth to underlinie that brand image is not something you have or you don't! A brand is unlikely to have one brand image, but several, though one or two may predominate. The key in brand image research is to identify or develop the most powerful images and reinforce them through subsequent brand communications. The term "brand image" gained popularity as evidence began to 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. According to Sigmund Freud, the ego and superego 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.
http://www.asiamarketresearch.com/glossary/brand-image.htmQualities that consumers associate with a specific brand, expressed in terms of human behavior and desires, but also related to price, quality, and situational use of the brand. For example: A brand such as Mercedes Benz will conjure up a strong public image because of its sensory and physical characteristics as well as its price. This image is not inherent in the brand name but is created through advertising.
If you want know more about brand image you can look at this website:
A very thorough article, gives a lot of information on the subject. Explains everything clearly so everyone understands it- it is comprehensible even for laymen- just great!!!
ReplyDeleteThanks I'll use it.