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Definitions of Brand Image

Article · December 2015

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Malki Opatha
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Brand Image

Brand image can be define as the observations around a brand as reflected by the
brand association held in consumer’s memory Keller(1993), as mentioned in Anwar et
al., (2011). It additionally can define as consumer's sentiments and thought regarding
the brand Keller (1993), in Erfan & Kwek (2013). As such, brand picture portrayed as a
summary of brand relationship in shopper's mentality that outcome in brand recognition
and brand relationship alongside brand state of mind, brand advantages and brand
characteristics. In addition, according to Aaker (1996b), as mentioned in Hsiang-Ming et
al., (2011), these associations could indicate to a few aspects of brand in the memory of
consumer. Further, by Kotler (1988), in Meenaghan (1995), has explained brand image
as set of customer’s beliefs towards the brand. Moreover, brand image considered a
highly important concept when it comes to consumer behavior. Because Dobni and
Zinkhan (1990), stated in Cho ( 2011),that the brand and product choices mostly based
on consumer’s perspective, feeling or attitude towards the brand image.

As Reynolds (1965), noted in Stephen L et al., (2007), a consumer would create an

image by selecting only few impressions from the total number of impressions he has
towards a product/service and when it comes to the process of creating an image those
selected impressions expanded, embroidered and well arranged by the consumer.
Therefore, brand image could recognize as a representation of individual imagery that
customers collaborate with the brand, which incorporates a large portion of brand
related information Iversen & Hem (2008), stated in Hsiang-Ming et al., (2011). On the
other hand, if a company is constantly maintaining a positive and ideal image by the
public it would results in gaining a better market place and increasing competitive
advantage that leads to a higher market share Park et al., (1986), as stated in Stephen
L et al.,( 2007).

As stated by Roberts (2004, 2006), in Cho (2011), there are three brand image
dimensions namely “Mystery, Sensuality and Intimacy” and these represent aspects of
the rational, sensual and poignant dimensions of brand image. As indicated by Roberts,
it is the brand’s obligation to provide these three measurements of brand image in order
to create a “lovemark”. As stated in Cho (2011), by Roberts (2004), Lovemark theory
means high brand love and respect towards the brand that directly or indirectly effects
on consumer’s perception on brand image.

In consonance with above definitions, it is clear that brand image has a direct influence
towards brand equity. Because as mentioned in Hsiang-Ming et al., (2011), many
organizations who are lack with a strong/positive brand image tend to increase their
market share after acquiring with organizations who hold a strong brand image. In other
words, stronger the brand image of an organization with an inferior brand superior the
organization brand equity.

Figure 1: "Iceberg" model of the brand equity

Source: Zimmermann et al., (2001), stated in Bivainiene & Sliburyte, (2008).

There are number of brand equity models where brand image act as a key element of
brand equity. For examples, “Keller brand equity model”, “Aaker brand equity model”,
“Semion brand equity model” and “Iceberg brand equity model” etc. However,
according to Bivainiene & Sliburyte,(2008), the above mention “Iceberge” model
(Figure1) of brand equity illustrates how brand image consists of elements that are
visible to the consumers (short term) and elements that are invisible to the consumers
(Long term). Concerning the “Iceberge” symbol, brand equity always has a direct and
strong connection when it comes to the success of the brand. Therefore, brand equity
can influence to the success of the brand only through the brand image Zimmermann et
al., (2001), in Bivainiene & Sliburyte, (2008).

After analyzing above definitions and explanations, we can declare that brand image as
the idea that a consumer get when he think of his need to purchase a good or service.
Therefore, brand image can act as a key/complex element of brand equity as it lays a
direct impact on brand equity.
 Bibliography

Anwar, A., Gulzar, A., Sohail, F.B. & Akram, S.N., 2011. International Journal of Economics and
Management Sciences. Impact of Brand Image, Trust and Affect on Consumer Brand Extension Attitude:
The Mediating Role of Brand Loyalty, 1(5), pp.73-79.

Bivainiene, L. & Sliburyte, L., 2008. The Brand Image as an Element of Brand Equity. Social Research,
2(12), pp.22-31.

Cho, E., 2011. Development of a brand image scale and the impact of lovemarks on brand equity.
Graduate Theses and Dissertations.

Erfan, S. & Kwek, C.L., 2013. The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and
Perceived Quality on Brand Equity. Asian Social Science, 9(3).

Hsiang-Ming, L., Ching-Chi, L. & Cou-Chen, W., 2011. Brand Image Strategy Affects Brand Equity after
M&A. European Journal of Marketing, 45(7/8), pp.1091-111.

Meenaghan, T., 1995. The role of advertising in brand image development. Journal of Product & Brand
Management, 4(4), pp.23-34.

Stephen L, S.J. et al., 2007. The effect of brand image on overall satisfaction and loyalty intention in the
context of color cosmetic. Asian Academy of Management Journal, 12(1), pp.83-107.

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