Brand image is the perception of customers about a particular brand. Image of any brand tends to develop over time and it is formed in the minds of customers based upon the experience and interaction of the customers with the brand. Interactions can take place in different ways and not necessarily only the buying or using of the product and service.
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The major concept behind the brand image is that the customer is not only buying the product or service but also the image which is associated with that product or service. Companies should make every effort to make the brand image unique, positive and instant.
- The brand image is important for every business success and the benefits associated with it includes:
- It becomes easier to introduce new products within a brand name.
- Additional profits in the form of new customers are attracted towards the product or service.
- It helps in increasing the trust level of existing customers and is helpful in customer retention.
An example of Brand Image
Colgate is that brand name which is popular in nearly every household worldwide and it has managed to create its image which defines belief and trust. Consumers of Colgate are convinced that the brand will deliver satisfactory results, and it has created an image in the mind of its customers that using it will be better for looking after their teeth, and is a good way to maintain their dental and oral health. As a result, consumers mostly go for Colgate as the brand is synonymously being associated with trust.
Additionally, creating a positive brand image through marketing efforts is vital to a business’s success, and the brand image can also be strengthened through making use of marketing communication tools such as:
PUBLIC RELATIONS
With this tool, you can improve your brand’s image and place in the market. Maintaining public relations with influential people across the industry is a great tool to grow your business.
Using this tool at the right time and in front of the right people can help you increase sales, dramatically and one of the advantages of this tool is that you do not have to spend much on public relations campaigns, as publicity is not a significant part of public relations.
SOCIAL MEDIA
Social media allows the brands to reach a wide base of the target audience while promoting their products and company values through videos, ads, photos, videos, and great content.
For example, Tik–tok has become a broad platform for brands to reach consumers through video makers.
Nowadays, potential customers love to connect to the brands using social media platforms and also you can even put up testimonials on these platforms to attract more customers in the long run.
ADVERTISING
This is one of the biggest communication tools that marketing teams have. The greatest advantage of this mode is that it can be both paid and unpaid, and also has a wide reach. It is great for small-scale companies or start-ups that are going low on the marketing budget.
Advertising is based on above the line marketing so it is ideal for brands that do not have much exposure or a target audience.
SALES PROMOTION
The sales promotion is a great communication tool, particularly because of its direct interaction with the customers. One of the benefits of sales promotion is that you can promote the product directly to the consumer effectively and promptly. It builds brand loyalty and helps your brand to flourish. It also comes in different forms such as free samples, gift vouchers and discounts.
In conclusion, brand image is the accumulation of perceptions and beliefs about your brand among the consumer public, and holds a significant weight in determining your business success. It is a complete process of distinguishing your brand from competitors and communicating your value proposition to the market.
By using the marketing methods above, brand image can be communicated effectively and it will yield long-lasting positive impressions of your brand and business.
Featured image source: Marketing DoNutGot a suggestion? Contact us: editor@connectnigeria.com
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