Brand Imagery: What Makes or Breaks It?
The way people perceive a brand is based on the traits and qualities it has, like its ability to satisfy a psychological or social need. This is known as brand imagery, which is an abstract idea of the brand and not a representation of its actual functions.
Brand imagery is formed through direct experience or by hearing about it from others, like through advertising or word of mouth. Many kinds of intangibles can be linked to a brand, but four main ones are:
1. User profiles
The type of person or organization that uses a brand may be associated with certain imagery. This could lead to customers forming mental images of real users or more aspirational ideal ones. Consumers form associations of a typical or ideal user based on both demographic qualities, such as gender, age, race, and income, and psychographic qualities, including attitudes towards life, work, and possessions, as well as social issues and political institutions. For instance, a brand user might be perceived as revolutionary or more traditional and conservative.
2. Purchase and usage situations
Associations with a brand can relate to the channels it is sold in, the stores it is sold in, the rewards associated with buying it, and the situation of when and where it should be used. For example, pizza chain restaurants have strong associations with their channels of distribution and how customers can purchase and eat the pizza. While each of the major competitors has made inroads in the traditional markets of the others, they still have their own unique associations.
3. Brand personality and values
This passage discusses how brands can take on personality traits or human values to make them more attractive to consumers. It explains that any aspect of the brand may be used to infer its personality and that marketing communications and advertising can be influential in forming a brand's personality. It also suggests that users often choose and use brands that match their self-concept, especially in the case of publicly consumed products.
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4. Brand History, Heritage, and Experiences
Brands may have associations with their past, such as personal experiences and episodes of people close to the consumer, as well as more widely known associations such as the color of the product, the place of origin, or the people who endorse it. These associations can help set the brand apart. As an example, in the wake of a major recession, Northern Trust used its long-standing history to help reinforce trust and stability in its wealthy customers. Ultimately, associations with history, heritage, and experiences can create an iconic myth that speaks to consumers' hopes and dreams.
CONCLUSION
The development of brand loyalty is dependent on creating strong, favorable, and unique brand associations in the minds of consumers. It is a difficult task for marketers to achieve this, but it is vital for building customer-based brand equity.
When associations are successful, customers will form positive opinions about the brand, and this is what contributes to the brand's meaning. These brand responses fall into two categories: judgments that are formed in the head and feelings that come from the heart.
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