BRAND IMAGE

Brand image is the perceptions about a brand as reflected by the

brand associations held in consumer memory.

(Keller 1993)

A more simple definition could be “all that a consumer can

possibly associate with a particular brand.”

(Mitchell 1982)
How can brand image be influenced?
1. The brand image is a unique set of associations in the mind of the consumers
regarding what the brand stands for as well as the implied promises the brand
makes.

2. It is the sum of both the tangible and intangible assets

3. It represents all internal and external characteristics

4. It is anything that may influence how the company is perceived by target

groups.

5. The companies image is the best single marketing investment a company can
make!!
HOW MANAGERS BENEFIT FROM A GOOD
BRAND IMAGE
1. New product ranges will be recognised as being similar to existing
product ranges i.e. Lower costs in promotion (Virgin)

2. Economies of scale cheaper to use one brand image world wide i.e.
Apple

3. Take advantage of consumer trust i.e. we will trust a BMW car

4. Consumer knowledge can lead to brand loyalty

 Components Of Brand Image
Keller distinguishes between non-product-related attributes (price, packaging, user

ATTRIBUTES imagery, usage imagery; the last two can also produce brand personality attributes) and

product-related attributes.

Functional (often linked to physiological needs), experiential (what it feels like to use the
BENEFITS
product), and symbolic i.e a need for social approval or self-esteem.

BRAND ATTITUDES Consumers’ overall evaluations of a brand.

 11 Dimensions Of Brand Image By Aaker

• Aaker (1991) makes another important contribution with his typology, distinguishing between
11 dimensions:

1. Product attributes 5. Use/ application 9. Product class

2. Intangibles 6. User 10. Competitors
3. Customer benefits 7. Celebrity 11. Country of origin.
4. Price 8. Life style

• Aaker’s and Keller’s typologies share many common categories : price, user imagery, usage
imagery, and product attributes
A New Typology Of Brand Image

(Korchia 1999)
Example Attributes : compassion, kindness,
care, and love

Benefits : Treating or preventing dry,

itchy skin or minor skin irritations.

Brand attitudes : high brand image

in the market, high quality
 Brand image

Why do the global managers use brand image?

• To ensure that consumers can recognize their brands instantly

• To form the good image of a product or service in the customer’s mind

The importance of brand image

• Image communicates expectations

• Image has an internal impact on employees

Benefits and Advantages of Brand Image

 To keep brand image in the mind of customers.

 To be seen as more reliable and trustworthy.

 To make people realize the brand item is higher quality.

 Simple introduction of new products.

 REFERENCES
• eurib, (2016). Kapferer's brand identity prism. [online] Available at:
http://www.eurib.org/fileadmin/user_upload/Documenten/PDF/Identiteit_en_Imago_ENGELS/v_-_Het_Brand-
Identity_Prism_model_van_Kapferer__EN_.pdf [3 February 2016].
• Faircloth, J., Capella, L. and Alford, B. (1993) "The Effect Of Brand Attitude And Brand Image On Brand
Equity". Journal of Marketing Theory and Practice 9 (3), 61-75
• Kapferer, J. (2008) The New Strategic Brand Management. London: Kogan Page
• Keller, K. (1993) "Conceptualizing, Measuring, And Managing Customer-Based Brand Equity". Journal of
Marketing 57 (1)
• Keller, K. (2001) "Customer-Based Brand Equity: A Blueprint For Building A Strong Brand". Marketing Science
Institute
• Korchia, M. (1999) "A New Typology Of Brand Image". European Advances in Consumer Research 14, 8
• Managementstudyguide.com, (2016) Brand Identity Vs Brand Image [online] available from
<http://managementstudyguide.com/identity-vs-image.htm> [2 February 2016]
• Nandan, S. (2005) "An Exploration of the Brand Identity–Brand Image Linkage: A Communications
Perspective". Journal of Brand Management 12 (4), 264-278