Submitted by Manish Kumar 10803 BBA-3 What is a brand? A name, a term A symbol, a sign A name, term, sign, symbol or any other feature that identifies one sellers product or service as distinct from those of other sellers - BRAND IMAGE A unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes.
The importance of image
Image communicates expectations
Image is a filter influencing perceptions of the performance of the firm
Image is a function of expectations and experiences
Image has an internal impact on employees
A company is well acknowledged only when it has a brand name . A brand name is the one which speaks for your company .
Building a strong brand image requires careful planning .
At the heart of a successful brand is a great product . Having a brand name means that the companies all around the globe know you and also make out that you are capable of meeting their requirements .
A brand name is the one which speaks for your company . STEPS IN CREATING BRAND IMAGE 1. Name and Slogan Your company name is important If your company name is long, try to shorten it in your marketing by using an abbreviated form. For example, if your company is called OTooles Neighborhood Pharmacy and General Store get in the habit of always referring to it as simply OTooles, because that is what your customers will likely say and it is easier to remember. 2. Image and Logo Your logo and company image are perhaps the most important part of your brand. A proper logo should be simple, easy to read, memorable, and easy to reproduce in a multitude of formats (i.e., on a sign, on your window, on flyers, menus, in ads, on business cards, bags, t-shirts).
3. Do Something Memorable Do something to set your store apart from the competition; something simple and memorable and perhaps unusual that will keep your customers thinking about your store. For example, always use purple bags for your merchandise (or whatever color you likeand is echoed in your logo!).
DIFFERENCE BETWEEN DIFFERENT BRANDS Functional Rational Tangible Symbolic Emotional
BRAND NAMES Individual names Blanket family names Corporate names Separate names BRAND ELEMENT Memorable Meaningful Likeable Transferable Adaptable Protectable
Memorable Easily recognized Easily recalled Meaningful Descriptive Persuasive Transferable Within & across product boundaries Across geographic boundaries & cultures
Adaptable Flexible Updateable
Protectable Legally registered trade mark Competitively