Brand image is all about customer perception. Another way to put it is "unique bundle of associations within the minds of target customers". Brand image reflects what the company presently stand for. Brand image only refers to how the audience consume the image, although it brings a mental and emotional ideas. It's a gaze from external people from the company, and how they perceive the brand. The main points for a successful brand image is unique logo, identifiers and slogan.
A Brand image is an over all impression. The audience create and develop various intention and associations with the brand personally and other inflicted by the company itself. Eg. Volvo is safety, and Toyota is reliable.
The idea about brand image is not only that the customer is purchasing a product or service but the image associated with that product, whether it's through advertisement etc. Brand image should only consist of three important things: Instant, positive and unique. The emphasis on brands can growth through word of mouth, advertising, online presence etc.
Brand image is not be composed or structured, but automatically formed. Brand image is brand content. Positive and successful brand image is exceeding customers expectations.
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