Research Solutions

Brand Image

Brand image plays a significant role in the improvement of a brand due to the fact that the brand image impacts brand reputation and trust. Brand image is the brand perception, reputation, and overall impression that consumers have of a brand. It is the collective mental image and associations that come to mind when people think about or encounter a particular brand. It is very crucial to have a brand image in the digital age. Customers structure an image dependent on their connections and involvement with the brand.

Firms use perceptual or positioning maps to help them develop a market positioning strategy for their product or service to create brand awareness, brand loyalty and brand trust. As the maps are based on the perception of the buyer they are sometimes called perceptual maps. Positioning maps show where existing products and services are positioned in the market so that the firm can decide where they would like to place (position) their product. Firms have two options: they can either position their product so that it fills a gap in the market or position it where existing products have placed their product in order to compete with other firms in the industry.

Perceptual mapping can also be drawn on multiple parameters for positioning multiple brands on these parameters. We utilize software that plots multi-dimensional data in 2 planes. This is designed from comparative ratings of all brands on all key parameters.

brand image

Importance of Brand Image:

Here are just a few reasons why you should focus on creating or enhancing your brand image.

    • Awareness- The harder a company works on its branding and identity, in most cases, the more awareness it creates.
    •  Consistency in the Marketplace- The more often a customer sees your brand in the marketplace, the more often he will consider it for purchase.
    • Customer Loyalty- Well-executed branding helps create customer loyalty by reinforcing the purchase of merchandise in the consumer’s mind.

Dimensions of a Brand Image:

dimension of brand image

Benefits of building a strong Brand Image:

Building a strong brand image is essential for businesses to differentiate themselves, establish a unique identity, and connect with their target audience. Here are some key benefits of building a strong brand image:

    • A strong brand image sets your business apart from competitors, helping you stand out in the market and attract customers.
    • It fosters customer loyalty, leading to repeat purchases and positive word-of-mouth recommendations.
    • A well-regarded brand image drives you to command premium pricing, as customers are willing to pay more for trusted and reputable brands.
    • A strong brand image creates a sense of pride and purpose among employees, leading to higher engagement and productivity.
    • A good brand image helps mitigate the impact of potential crises or negative incidents, as consumers are more forgiving and supportive of brands they trust.

Overall, brand image is a critical asset for any business, as it can impact customer perceptions, drive competitiveness, and contribute to long-term brand success.