Brand image is the overall impression consumers form about a company or product based on all interactions and associations. It represents what the brand stands for through a set of beliefs and perceptions about how it is positioned in the market. Brand image conveys emotional value and develops over time through consumer contacts and observations of an organization. A positive brand image can exceed customer expectations, enhance goodwill, and increase brand value.

1. BRAND IMAGE
 Brand Image is the perception about the company /
product in the mind of the consumer. 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.
 It signifies what the brand presently stands for. It is a
set of beliefs held about a specific brand. 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.
 Positive brand image is exceeding the customers
expectations. Positive brand image enhances the
goodwill and brand value of an organization.
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2. What can
Branding Achieve?
 It can create image about the size of the company,
it can make a company look much bigger than it is
really especially when consumer needs re-
assurance that you will be around for few more
years.
 It can create image about the quality of goods and
services to assure consumer of the purchase.
 It can create image about the experience and
reliability of the company or the goods and services
it has to offer.
 It can create reorganization and loyalty from the
consumer of goods and services.
 It can benefit subsequent products launched by a
company or subsequent businesses that the
company wishes to foray.
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3. How does it help?
 A positive Brand Image helps create trust. If competing
in a me too category it is the trust that helps the
consumer decide in favor of the brand.
 Brand image helps to create value, it is the extra value
that the consumer is willing to pay for the goods and
services in the competitive market.
 Brand Image helps is better recall, a consumer is more
likely to remember you over the competition.
 Brand Image helps to create goodwill which reflects on
the overall balance sheet of the company.
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4. Branding Pre-Requistes
 First impression is the last impression. There is not second
chance and the first point of contact with the consumer
should say it all.
 Identify the emotion of the consumer that connects with
your business. Highlight the benefits that you are going to
bring to the consumer, how spending the money on your
brand is going to help him.
 Brand Image should reflect values it stands for and the
strap line should be able to convey the result of the
services or benefits of the goods we provide.
 Sales message should focus on brand values and
emotions you are selling.
 There should always be continuity of experience for the
consumer whether it is the website, staff, way phone
calls are attended, sales material, invoices, visiting card,
emails the tone has to be the same.
 The brand should enhance as the business grows by
ways of its looks , fonts, colors, touch points …it should be
more contemporary and fit in line.
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