BRAND IMAGE &VARIOUS FACTORS AFFECTING IT
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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