Now, when we know what a "brand" is, I would like to go further and present a "brand image" definition.
"The impression
in the consumers' mind of a brand's total personality (real and imaginary
qualities and shortcomings). Brand image is developed over time through
advertising campaigns with a consistent theme, and is authenticated through the
consumers' direct experience."
source of an image: David Armano
In other words, it is the way consumers perceive a particular brand, what they think about it, what they feel about it and what they associate it with. Thus, it is so vital for firms to work on positive brand image, as it may affcet the whole view of a company. Brand image can be presented somewhat as a corporate "business card", especially if a product is well- known. Companies built their brand images through advertising and recetly more often through social media. However, I am going to focus on how to build a positive brand image later on.
Please, feel free to comment on my view of a brand image and I hope you could share your own opinions.
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