Brand image is the perception of a brand held by customers, formed from all brand communications and representing what the brand stands for. Brand image can be strengthened through advertising, packaging, and other promotional tools. Improving brand image may involve repositioning the brand to better align with its core values, changing brand elements like names and logos, entering new markets, adjusting the brand portfolio, and using migration strategies for new products and services like acquiring new customers through marketing campaigns and brand extensions.

1. IMPROVING THE BRAND
IMAGE. . .

2. What is Brand Image ! ! !
 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.
 Brand image is the overall impression in
consumers‟ mind that is formed from all sources.
Example: Volvo is associated with safety.
Toyota is associated with reliability.

3.  Brand images can be strengthened using brand
communications like advertising, packaging, word
of mouth publicity, other promotional tools, etc.
 Brand image has not to be created, but is
automatically formed.

4. IMPROVING THE BRAND IMAGE.
. .
 Repositioning the Brand
 Brand Repositioning is changing the positioning of
a brand. A particular positioning statement may not
work with a brand.
 For instance, Dettol toilet soap was positioned as
a beauty soap initially. This was not in line with its
core values. Dettol, the parent brand (anti-septic
liquid) was known for its ability to heal cuts and
gashes. The extension‟s „beauty‟ positioning was not
in tune with the parent‟s “germ-kill” positioning.

5.  Changing Brand Elements
 Kentucky Fried Chicken abbreviated its name to the
initials KFC. The company also introduced a new logo
incorporating the character of Colonel Sanders as a
means to maintain tradition but also modernize its
appeal.
 Brand names may change for the reasons.
 Federal Express choose to officially shorten its name
to FedEx and introduce a new logo to acknowledge
what consumers were actually calling the brand.

6.  Entering New Markets
 Adjustments to the Brand Portfolio
Some companies have multiple products and services, each of
which may have its own brand (trademark, service mark), or
form part of a "family of brands." They may be common law
marks, or registered under statutes in various countries and
states. The total collection of these rights is called the "brand
portfolio."

8. • Migration Strategies
Especially for the new products & services…
• Acquiring new Customers
 Multiple Marketing Communication Programmes
Campaigning…
 Brand Extensions and Sub-brands
 New distribution Outlets
 Retiring Brands
 Obsoleting Existing Products