Brand Relationship = Brand Image + Brand Attitude

Brand Image  = Brand Associations + Brand Personality

Brand Associations = Link up in memory with brands attributes benefits and looks

Brand Looks = Brand Symbol + Brand Name

Brand Symbol = Brand Character + Brand Logo


Brand  image  is  one  of  the  two  critical  elements  of  brand  relationship.  It  is  a combination of association  and  personality  of a  brand.  Brand  image includes  a set of BAs usually structured in a logical fashion. For example- Sunsilk helps one have good  healthy hair and  good  knight helps  one ensure a good sleep for the family. One or more BAs can generate a brand image and while reading a brand image  statement   based  on  BA  quite  often  one  may  feel  like  reading  a  BA statement as both are closely linked.


Associations   can   exist   on   a   host  of  parameters/aspects   such   as-   provides immediate relief, relief does not last long is affordable, is easy to get has no side effects it is okay for children doesn’t have a bad taste its smell is somewhat floral etc.  similarly  image  based  on  BA  can  exist  on  a  range  of  factors  like  quality, effectiveness, value for money etc.


BRAND IMAGE = Brand Associations + Brand Personality




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