According to david Ogilvy. “Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. If you take that long view, a great many day-to-day problems solve themselves….most of the manufacturers who find it expedient to change the image of their brand want it changed upwards.”
Developing a brand image:-
An advertiser can develop a band image of the product through different ways:
- Contents of advertisement
- Media used
- Personalities used
- Sponsoring of events
- Contents of advertisement:
The quality of contents i.e., the illustration, headline, the colour combinations, the music background, words, etc. can give intended image to the brand.
- Media used:
The quality of media or the programs sponsored may affect the brand image. Ex.: reid & taylor can advertise in business magazine but not in cheap local magazines.
- Personalities used:
The personality of the person endorsing the brand must always watch with the personality. Ex.: Sachin Tendulkar can endorse cricket kits.
The company & brand logos should be designed that it should get instant recognition of the brand. Ex.: penguin of kelvinator.
- Sponsoring of events:
The events sponsored by the company can affect its image. Ex.: world cup 2011cricket had sponsored by micromax.
The price factor can generate image for the brands. Ex.: Toyota has developed a rich image not only for the company but also for its brands.
The product by itself is an important factor in order to develop a brand image the brand should perform well & also generate customer satisfaction.
The package must be properly designed in order to give a rich image to the brand as package is the face of the product.
The type of distribution by the company affects the image of the brand. Ex.: Radio watches are available at selected stores in India.
The image of the company can affect the image of the brand. Ex.: companies which enjoy goodwill in the market can generate favorable image for their brands.
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