This document discusses brand imagery, which is part of Keller's Brand Resonance Model. Brand imagery describes how consumers think about a brand abstractly and whether the brand meets their psychological or social needs. It involves user imagery of who uses the brand, purchase and usage imagery of how and when the brand is bought and used, brand personality and values of traits associated with the brand, and brand history, heritage and experiences that influence consumers' perceptions of the brand.

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Brand Imagery

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“Brand Imagery” is part of Keller’s
Brand Resonance Model and
describes Brand Meaning

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How well does the product meet the
consumers’ psychological or social
needs?
Brand Imagery

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It’s the way people think of the
brand abstractly, rather than what
they think the brand actually does?
Brand Imagery

5. Step 2 of the 4 Steps of Brand Building
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Ensure identification of the brand
with customers and an association of
the brand in customers’ minds
Establish the totality of brand
meaning in the minds of consumers
© Sameer Mathur

6. 6
User Imagery
Purchase & Usage Imagery
Brand Personality & Values
Brand History & Heritage
Brand Imagery

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Imagery about the type of
person or organization
who uses the brand
User Imagery

8. a) User Profiles
b) Purchase & Usage Situations
c) Personality & Values
d) History, Heritage & Experiences
Imagery
Imagery
© Sameer Mathur
User Imagery
Demographics – Gender; Age; Race;
Income
Psychographics – attitude to life;
career; possessions 2. MEANING =
What are you?

9. Ladkiyon wali
cream

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Imagery about the conditions
or situations they can or
should buy and use the brand.
Purchase and
Usage Imagery

12. Breakfast or Lunch?

13. a) User Profiles
b) Purchase & Usage Situations
c) Personality & Values
d) History, Heritage & Experiences
Imagery
Imagery
2. MEANING =
What are you?
© Sameer Mathur
User profiles
Demographics – Gender; Age;
Race; Income
Psychographics – attitude to
life; career; possessions
Purchase and Usage
Imagery
Channel (online/offline)
Time (day, week, month);
Location (inside/outside);
Context (formal/informal)

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Brands may take on
personality traits or human
values
Brand Personality
and Values

15. a) User Profiles
b) Purchase & Usage Situations
c) Personality & Values
d) History, Heritage & Experiences
Imagery
Imagery
© Sameer Mathur
Personality and values
Sincerity; Excitement;
Competence; Sophistication;
Ruggedness
2. MEANING =
What are you?

16. https://www.youtube.com/watch?v=E2J9JQ5Mq74
Excitement

17. Sophisticated

18. https://www.youtube.com/watch?v=OZ4Iyy7Sw2Q
Rugged

19. a) User Profiles
b) Purchase & Usage Situations
c) Personality & Values
d) History, Heritage & Experiences
Imagery
Imagery
2. MEANING =
What are you?
© Sameer Mathur
Personality and values
Sincerity, excitement,
competence, sophistication,
and ruggedness
History, heritage, and
experiences
Nostalgia
Memories

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Brands may take on associations to
their past;
personal experiences; past
behaviors
Brand History,
Heritage and
Experiences

21. https://www.youtube.com/watch?v=scltYH13uEY
Hamara Bajaj

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User Imagery
Purchase & Usage Imagery
Brand Personality & Values
Brand History & Heritage
SUMMARY
Brand Imagery

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“Brand Imagery” is part of Keller’s
Brand Resonance Model

24. Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management, Lucknow
24
© Sameer Mathur 24
Prof. Sameer Mathur
MBASKills.IN