Brand Image [Is Essential] As It Creates Familiarity

­Building a brand image is probably the most important asset of your business. Furthermore, it is important to build something your customers can associate themselves with. All in all, it is how you get remembered.

Brand image is the impression of brand in customers’mind. Customers form a brand image through their experiences and interaction with brand.

In this article, I will go over brand image in more detail.

1. What Is Brand Image?

Brand image is the perception held a person’s mind about a brand (Keller, 1993).

More specifically, the image of a brand is the perceived thoughts and feelings a person gets when they interaction with your business.

By this, I mean the feeling a business gives us when we use their products or watch their advertisements.

If done correctly a business can enforce a certain image in your minds. Moreover, marketers can make you hold certain thoughts and feeling in your mind by associating your intended image with an experience that is relevant to your target customer (Aaker, 1996a, b).

Overall, this means it is by association, that people understand your brand image.

2. Brand Image Vs. Brand Recognition

These two terms are used almost interchangeably. Although, they are likewise somewhat different.

Furthermore, we can dispute this through questions your would usually ask your self when you want to position your brand.

For example, brand image is saying to ourselves what colours and imagery do we associate with our business so it delivers that particular story in the mind of our customers.

Whilst, brand recognition is saying what do these colours and imagery say to our customers.

Overall, as you can see they are very closely linked and almost the same. Although, brand recognition is displaying an epathetic judgement. Whilst brnad image is projecting a rational one.

I like to think of these of look at the same object in a different light, or a different context.

3. Why Is Brand Image Important?

A favourable brand image would have a positive influence on customer behaviour.

The types of behaviour include increasing loyalty, commanding a price premium and generating positive word-of-mouth (Martenson, 2007).

The more favourable the brand images the more people are also willing to pay for the product (Aircloth et al, 2001).

As well as, being an extrinsic cue to evaluate the quality of a brand or product (Richardson et al, 1994).

It was also pointed out that it can serve as a product guarantee (Dodds et al, 1991).

4. Touch Points Of Brand Image

Everyone time your business interacts with a person they form establish a brand image so it is important to know your touch points and have a strategy in place to ensure the intended image will be achieved.

4.1 The Touch Points Include:

  • Advertising communication
  • PR
  • In store
  • Website
  • Customer service
  • Customer Support
  • Design and packaging
  • Price
  • Functionality of product
  • Product Quality

5. Attributes Of Brand Image

Eight traits can capture your brand image. We define these within your communication (Copulsky, 1990) at any touch point of your business.

  • efficiency
  • excellence
  • aesthetics
  • spirituality
  • ethics
  • status
  • play
  • esteem

6. Psychology Behind Brand Image

When first introduced to something new, our mind, or more specifically our conscious tries its best to understand this new thing by collecting all the available information that is around us.

Once your conscious has collected some information, your subconscious connects this information together to form an assumption.

By associating your business with things that is positive in the mind of your target customers, then this person will form a positive brand image.

By displaying your business along these experiences will automatically start creating that mental image in their minds.

For example, Range Rover adverts are always showing the car driving off-road in the middle of nowhere. What they are doing here is associating outdoorsy and adventure.

Not only does this mean you can create positive similarities between your target audience and your business.

But, you can change these over time just by exposing them to your marketing material.


Brand image a person’s beliefs about the brand based from the available information they have from a set of diverse product and non-product attributes.

All in all, it represents the personal symbolism that consumers associate with a brand. Even though, these perceived symbolism’s can mean different things throughout the world. Although, this can also make it hard for businesses to develop a consistent image. Especially, global corporate businesses.

This makes it easier for smaller as more niche businesses to position themselves. As they occupy a specific space in the market.

If a person has a favourable brand image, the business messaging will have a stronger influence in comparison to competitor messaging.

It is also a strong indicator to determine buyer’s behaviour.


Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.

Dodds, W.B., Monroe, K.B. and Grewal, D. (1991), “Effects of price, brand and store information on buyers’ production evaluation”, Journal of Marketing Research, Vol. 28, August, pp. 307-19.

Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (1), 1–22.

Faircloth, James B., Louis M. Capella, and Bruce L. Alford (2001), “The Effect of Brand Attitude and Brand Image on

Brand Equity,” Journal of Marketing Theory and Practice,9 (3), 61–75.

Martenson, R. (2007), “Corporate brand image and store loyalty: a study of the store as a brands and manufacture brands”, International Journal of Retail & Distribution Management, Vol. 35 No. 7, pp. 544-55.

Richardson, P.S., Dick, A. and Jain, A.K. (1994), “Extrinsic and intrinsic cue effects on perceptions of store brand quality”, Journal of Marketing, Vol. 58 No. 4, pp. 28-37.

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