Brand image provides a company or organization with a strong identity by strategically using words, images and symbols. Brand identity is key to standing out and being noticed in a crowded marketplace. A successful brand image is immediately identifiable by consumers.Know More
Brand image is important for establishing a memorable identity within the context of advertising and marketing. Brands engage, enlighten and educate consumers about what to expect when purchasing products and services. Similarly, nonprofit organizations and individuals experience the same benefits when using brand image to gain wider recognition.
Consumers tend to give more weight to products and services connected to a strong brand identity. This provides the brand with enormous credibility, which leads to increased consumer trust.
Companies often use brand image to target specific demographic groups of consumers. Companies have researched these consumers and understand what they want. Brand image often coincides with consumer lifestyles and preferences. Consumer research information is used in creating advertising and promotions that appeal to these groups. The brand helps to make a connection with consumers and win their loyalty.
Brand image includes a strong message. This message may be enhanced with a tag line that features the company logo. "Have a Coke and a smile," is an example of memorable brand image messaging.Learn more about Marketing & Sales
A manufacturer's brand is another label for items made by a particular manufacturer and offers advantages, like availability, as well as disadvantages, like expense, regarding private label items. The term manufacturer's brand is also known as brand name.Full Answer >
Branding is used to develop the image or reputation of a business, which conveys a message of consistency and quality in a company's offerings. Customers who desire quality typically prefer to buy premiums brand names because branding communicates a compelling value.Full Answer >
An example of brand equity and licensing would be a clothing company licensing its name to be used on products that it doesn't make itself, such as how the Calvin Klein company puts its name on perfume and underwear, notes Entrepreneur. By licensing its name to be used on other products, a company benefits from the added value customers will see in the products due to the association with the brand, which is an example of brand equity.Full Answer >
External customers use a company’s products or services but are not part of the company. An external customer is an individual who enters the store and buys merchandise. Internal customers are members of an organization who depend on the assistance of one another to accomplish their job responsibilities. For example, a sales representative requires support from customer representatives to place an order.Full Answer >