|
Author: Scott D. White Article source: http://www.kabish.com/. Used with author's permission.
Consumers perceive and accept many brands within a certain trade group in different ways. By personifying a brand (How would you describe brand X if it were a person?) we can find out, that for instance consumers perceive brand A as a young, impulsive, lively, attractive, energetic woman full of ideas. In the same way could brand B be an elderly, conservative and relaxed man. The brand can also have a completely inexpressive and bad image. That is how brand C may not have any real personal characteristics, slim, tall, unnoticeable and calm.
The image basically expresses a way a consumer thinks about the brand and the feelings the brand arouses when the consumer thinks about it. On the basis of these characteristics, which the consumer associates with the brand, the company can build a competitive advantage for its brand.
What sort of image should our brand have?
Before answering this question it is important to take into account several factors and market circumstances: company goals, consumer wishes and expectations, trade groups and several other groups. A company builds its brand image through trade communication with its consumers. That is how a company informs the consumer of what the brand represents, what its values are, what the company is offering or guaranteeing the consumer, what its advantages are, its qualities etc. The consumers interpret all obtained information and form a subjective perception of the brand or its image.
Why research the brand image?
Understanding a brand image is of key importance to long-term management of a brand. It is also important how the consumers formed the brand and what kind of relationship was formed with the brand - what the brand means to them and how they have accepted it. Understanding the relationship between consumers and brands can help a company control its successful brand positioning and the efficiency of advertising.
How do we research the image?
The brand image is formed in the long-term and represents a non-conscious and "untouchable" area, which needs to be researched using projective researching methods that help the consumer to overcome certain obstacles and limitations as well helping him to be inspired in the world of brand names. The consumer does therefore not only focus on the brand, but mainly on his experience with it and on its usual users. He focuses on the opportunities, which are most suitable for the specific brand and what sort of image the brand presents etc. We are able to research and describe the brand from various perspectives. We obtain many different associations, ideas, benefits and people whom the consumer in some way connects to brands, which need to be suitably and correctly interpreted. It is important to define the key characteristics and values, which are connected to a specific brand by the consumer. Relevant findings show results of long-term management of a brand and represent key dimensions on which the competitive advantage of a brand is based.
To measure how strong your brand image and brand identity are copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today. Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.
Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.
Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.
Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
8 Minute Dating - For Singles with No Time for Small Talk
Can't find the free time to meet people or singles that want to date? 8 minute speed dating could be the answer for singles with no time for small talk.
Online Promotion: Five Extraordinary Online Promotion Secrets To Sky-rocket Your Sales
Do you want to achieve extra-ordinary success in
your online promotion campaign?
If I Only Had a Heart
Are you like Dorothy from the Wizard of Oz--searching for talents and abilities, only to find out that you have all that you ever needed all along?
Six Components Of A Good E-Commerce Site
Businesses, which are still sitting on sidelines and not doing business on the Internet, should think seriously about their position! If you are one of them, ch...
Term Life Insurance and Permanent Life Insurance
An introduction on the two categories of life insurance: term insurance and permanent insurance.
Free Exposure and Traffic for Your Website
Making your website known - what you can do for free both online and offline.
Writing A Non Profit Business Plan
Find information about a non profit business plan, why it in needed, what should be included in it, and how it can help you find outside financing.
Are You Running the Risk of an Uninsured Business? Beware & Get Business Insurance
Human life is precarious and so are the activities they indulge in. So it is not just the human life that needs to be protected but the work that he does - his ...
Does Your Small Business Marketing Suffer From The Bulldog Effect?
If you're an entrepreneur responsible for your own small business marketing, there's a marketing method you should avoid at all costs, which I've coined the bul...
Screwed: Is this an inevitability in the SEO World?
The consumers in the SEO world are being fed out and out lies by some of the
people who call themselves experts in the area of Search Engine Optimization. They...
Do It Yourself Debt Relief
With mounting bills and unforeseen hardships, you may be considering some form of debt relief. There are many options to help you, but the best may actually be ...
Headline Writing Can Lead To Fortunes: Here Are The Basics Of Writing Headlines
The time spent writing headlines can pay you back many times over. Do you have a product or service to sell? Then every printed document you publish should ha...
Swinging Lifestyle! A Way of Life, a Style of Living
What is the swinging lifestyle? By definition, the lifestyle is the act of sharing yourself and or your partner sexually with other people. In actuality, the ...
Link Found Between Bone Loss and Mental Deterioration
Women with the lowest levels of bone density were found to be older and thinner and had more symptoms of depression.
Conspiracy Theory; Kill Off the Old Folks
Recently I met a man in a coffee shop, a conspiracy theorist, which had me cornered and began to get into a way-out conspiracy theory. As I listened to this cra...
5 Ways to Market Your Business For Free - Part I
If you're tired of the high cost of marketing online, then try these free techniques. Not only are they free, but they'll drive a ton of traffic to your site.
Life Dont Work That Way
It would be nice if the planet - like so many other things in modern day life - came with a guarantee. "If, for any reason, this planet fails to yield the resou...
How to Remove Stress from Owning a Business... Forever!
Is it really possible to reduce or remove your stress when your a business owner? YES! IT IS! To understand stress we need to study a law of physics called Newt...
Employee Surveys: a Strategic Tool for Positive Change
Employee surveys, if done right, are efficient and low cost methods to connect to your people, to ask them what they think, to show them that their opinions cou...
MLM Recruiting- The 5 Cs of MLM Recruiting in Network Marketing
The 5 C's of MLM Recruiting came from a 14 month study of the industry by PassionFire International.Do you know these powerful triats of millionaire recruiters?...
5 Things to Look for in a Property Appraiser
When it comes to finding a real estate appraiser, many homeowners don't know what to look for. Mary Collins of Find-Appraisers.com describes 5 things to look f...
Being Alive At Any Age
Your attitude toward life. The knights of old knew all about attitude and we can learn
from them today. Make a conscious efffort to be interesting, intereste...
Made in Heaven
Consumed by my loss, I didn't notice the hardness of the pew where I sat. I was at the funeral of my dearest friend - my Mother. She finally had lost her long b...
Diamond Hoop Earrings: The Divas Choice
Diamond hoop earrings are perfectly popular these days, thanks to young pop divas like Jennifer Lopez or J-Lo, hiphop diva extraordinaire. J-Lo is also known fo...
|
Print this page