Consumer

Behaviour

CB CL- 11 | KIAMS-H | 2022 A publication of

Dr. Rajesh K Satpathy

: :Consumer Decision Making
and Brand Imagery: :
 Consumer Decision Making and Brand Imagery
Brand Imagery plays an
important role among several
consumer segments and
across product categories.

For instance, BMW, Audi and

Mercedes may almost offer
the same features; it is the
resemblance between the
brand imagery and the
perception of the interested
consumer.
 Consumer Decision Making and Brand Imagery
Consumers are exposed to
several kinds of
advertisements during a day-
some of them may have a
conscious impact and some
sub-conscious.

A consumer may start

liking the brand or develop
a certain association with
it because of the constant
exposure over a
period of time even without
realizing it.
 Consumer Decision Making and Brand Imagery
Imagery is the kind of associations a brand
could get linked with over a period of time.

It has an impact on how consumers perceive the

brand and how they will react to it in the long run.
Brand imagery plays an important role in shaping
the connotation in the
consumer’s mindset.

Horlicks had created a

‘drink for the sick’ image
among many
consumers couple of
decades ago.
Consumer Decision Making and Brand Imagery
Honda Scooters India, the
leader in the scooter
category, has developed a
unique image of a Family
Scooter.

Iodex / Moov, a
brand which is
identified for sprains.
 Consumer Decision Making and Brand Imagery
Why is Brand Imagery Important?

It is important because it conveys the stance of

the brand. Imagery is important because a brand
has to adapt it to the changing environment.

Vicco’s facial cream

has all along been
positioned amidst the
occasion before Glow & Lovely, a brand that was
wedding (young girls). launched later, had taken a
different kind of imagery and is
adapting it to the changing
scenario with the use of variants
for the same segment.
 Consumer Decision Making and Brand Imagery
Different Kinds of Imagery

There are various kinds of imagery that

brands could use…

Attribute Imagery consists of amplifying the

specific characteristic which is being used by
the brand.
 Consumer Decision Making and Brand Imagery

Symbolic Imagery which

revolves around fantasy,
status, self-image and group
fun is popular in certain
categories such as soft
drinks, cigarettes, apparel,
liquor brands, cars and
television.
Thank You.