BRAND IMAGE

Presented By:

Chow Luckya
MBA 2nd Yr
 A Brand is any...
Coca-Cola
name.. Coke
Coke
term…

design…

sign…
symbol…
or combination…

…that distinguishes a product from its competitors.

 What is a brand?

A name, term, sign, symbol or any other feature that identifies one seller’s product or
service as distinct from those of other sellers.
- “The American Marketing Association”
 Brand relationships
INTERACTION CUSTOMERS
FIRM

Brand Brand image in

identity Brand relationship the mind of
frame customers
marketers
Branding
process

BRAND
The actual
image of the
firms in the
customer
mind
A new definition based on Brand relationships: Brand is created in continuously
developing brand relationships where the customer forms a differentiating image of a
product or service based on all kinds of brand contacts that the customer is exposed
to.
 BRAND IMAGE

Brand image refers to the ways in which consumers

perceive the company and the brand, Because every
customer has a different perception about brand, designing
a new brand is not simply about designing a logo or a
name. Rather, the image should send the consumer the
correct message visually, verbally, and conceptually.

 Physical: design, letters, shapes, art, colors

 Psychological: emotions, beliefs, values
 Power of Brand image
The image of a product or brand can do a lot for their sales. The better,
more exclusive the image, the more the brand will sell. The image that
is not quite as good will not sell as well.

Selling product is what the advertising business is all about and here is
how to sell more, make more profit, and come up with a great image for
the brand name, or product.

Brand image has a lot to do with sales and some of the better images
always come out on top.

The image of the brand is portrayed not only in the advertisements,

but also as the consumer uses the product.

Image advertising has become increasingly popular and is used as the

main selling idea for a variety of products.
Brand Power/Brand Image
High brand power provides a company with many
competitive advantages. A powerful brand enjoys a high
level of consumer brand awareness and loyalty. Because
consumers expect stores to carry the brand, the company
has more bargaining power when negotiating with
retailers. And because the brand name brings high
credibility, a company with a strong brand can more easily
launch new products with the same brand name.

For example, Coca-Cola used its well-known brand name

to introduce Diet Coke, and the Johnson  Johnson brand,
originally known for its Johnson  Johnson Baby Shampoo,
was later used to introduce products such as Johnson 
Johnson baby oil, Cotton Swabs, and Dental Floss.
Building strong brand image
Brand Logos
Slogans & Tagline
Celebrities endorsement
Four Ps
CSR
Logos
 Logos
A good logo is the cryptogram of particular company symbolizing its
value and missions designed especially for instant public recognition
strive to build perfect corporate identity.
 Cont..
The brand image and corporate identity can be built up with a well
thought and well defined logo.
key characteristics of a perfect logo
Uniqueness
Meaningfulness
Professionalism
Versatility
Consistency
Scalability
Memorability
 Slogans & Taglines
The brand slogan and tagline helps customers to remember
the brand and reinforces mental associations.
A tagline can be a powerful branding tool for a company at
any stage, whether niche, growing or leading the market.
Creating a memorable tagline can be a highly effective way
to boost brand recall—37 percent of people are more likely
to buy a product if it uses a catchy tagline.
 An Effective Slogan
states the main benefits of the product or brand for the
potential user or buyer
implies a distinction between it and other firms' products
makes a simple, direct, concise, crisp, and apt statement
adopts a distinct "personality" of its own
gives a credible impression of a brand or product
makes the consumer feel "hot" or...
makes the consumer feel a desire or need
is hard to forget - it adheres to one's memory (whether one
likes it or not), especially if it is accompanied by mnemonic
devices, such as jingles, ditties, pictures or film
 Slogans & Tagline

"I'm loving it “McDonald's

“Connecting people" – Nokia

"I am what I am." – Reebok

"Like no Other." – Sony

"Just do it!" - Nike

"The choice of a new generation." - Pepsi

 Celebrities endorsement

 Celebrities add value to the image transfer process by

offering meanings of extra depth and power, what is
complemented by their life style and personalities.

 It is evident that a celebrity endorsing a product gives the

product an instant ‘Brand Awareness and Recall.’ The
values of a celebrity not only help define and refresh the
brand image but may also cover up for the lack of idea in a
product’s advertisement.
 Establishing a Perfect Match

 Compatibility of the celebrity's persona with the overall

brand image is very important, as a celebrity imparts
credibility and inspirational value to a brand and his or her
image should perfectly match the brand's image. A good
brand campaign idea and an intrinsic link between the
celebrity and the message are must for a successful
campaign.
 Cont…

The above points can be put to perspective by using two

examples, first Kapil Dev's 'Palmolive da jawaab nahin' and
second Nakshatra's brand recall due to its endorser, the
gorgeous Aishwarya Rai Bachchan.
Both brands have edged out and carved out their niche in
consumer's mind due to image and credibility of their
endorsers. These were the cases of perfect match between the
brand image and the image or persona of the celebrity endorser.
 Cont..

The campaigns are not only basking with the glory of

success stories, but there is considerable number of failures
as well. Assuming that a person just have to be famous to
represent a successful brand, however, would be incorrect
and may turn out to be a very dangerous preposition
resulting into a big calamity for the entire advertising
campaign or the brand.
 Cont..
Very well accepted and attractive super stars like Abhishek
Bachchan and Amitabh Bachchan failed in turning their
endorsements into success i.e. Maruti Versa similarly
Virendra Sehwag also failed to deliver Reliance
Telecommunication with the master stroke of his
cricketing genius.
 Cont…
Celebrity endorsements are a powerful and useful tool that
magnifies the effect of a campaign but the word of caution
to be followed seriously; celebrities alone do not guarantee
success nor does a great advertising campaign or the best
possible product. It is the combination of several factors
and elements that work together for the success of a brand
and its acceptance in the minds of consumers as well as for
its market offering.
Pepsi,Airtel,NerolacPaint,Ta
gheuer watch ,Hyundai i10
Parker pen, Reid &
Taylor,
Cadbury, Dabur
Jaypee cement,
Toshiba,
Boost, Addidas,RBS,
MRF
Tata sonata, Aircel,
TVS Star city
Reebok, Bharat
petroleum
 Marketing Mix

Four Ps
Product
$ Price
Place
Promotion
CSR
Developing image in the good way

What is important for customers is what they

experience.

Bad experiences always result in bad image

Hence, if a company has a poor image, it has to take the

correct measures to improve it based on reality:
The top 10 global brands
 THANK
YOU…