Brand image

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Understanding Brand Image: Key Insights and Measurement Techniques

Importance of Measuring Brand Image

Measuring and understanding brand image is crucial for both branding research and practice. A comprehensive review of brand image measurement techniques reveals a variety of methods used in empirical studies, highlighting the need for organization and standardization in this area. This systematic review identified 224 high-quality scholarly articles published between 1991 and 2016, utilizing 12 main techniques for measuring brand image. This extensive analysis aids researchers and brand managers in selecting appropriate measurement techniques for their specific contexts.

Strategic Brand Concept-Image Management

Conveying a brand image to a target market is a fundamental marketing activity. The Brand Concept Management (BCM) framework provides a structured approach for selecting, implementing, and controlling a brand image over time. This framework involves a sequential process of selecting, introducing, elaborating, and fortifying a brand concept, which guides positioning strategies and enhances market performance. The method for maintaining this concept-image linkage varies depending on whether the brand concept is functional, symbolic, or experiential.

Conceptual Frameworks and Definitions

A major issue in branding literature is the lack of clear delineation between the concepts of brand image, brand personality, and user image. A proposed conceptual framework based on qualitative content analysis of existing definitions helps clarify these terms and their interrelationships. This framework aims to strengthen branding literature and inform the creation of more effective communication strategies.

Brand Identity vs. Brand Image

Brand identity and brand image are related but distinct concepts. Brand identity originates from the company and involves creating a differentiated product with unique features, while brand image refers to consumer perceptions and beliefs about the brand. Ensuring congruence between brand identity and brand image is essential for enhancing brand loyalty. Changes in the communications environment necessitate strategies to strengthen this identity-image linkage.

Semiotics and Brand Image

Brand image has been extensively explored in marketing theory and practice. However, there are definitional ambiguities in the concepts of brand symbol and brand icon. A semiotic approach helps disentangle these ambiguities and explains how brand imagery transforms into brand image concepts. This approach emphasizes the role of iconicity in branding, where brand language appropriates signs and transforms them into integral aspects of its expressive inventory .

Brand Logo and Consumer Perception

The brand logo plays a significant role in enhancing brand image. Empirical research shows that brand logo favorability positively impacts consumer perceptions of the brand. Brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image, offering managers a new perspective for building strong brand identity.

Corporate Brand Evolution

Corporate brand images evolve in consumers' everyday life, impacting a company's branding strategies. The concept of corporate brand evolution includes consumers' everyday brand image constructions and reconstructions. This approach introduces the concepts of image heritage and image-in-use, providing a model for understanding evolving strategic corporate branding.

Impact of Brand Extension Strategies

Brand extension strategies can affect the overall brand image. Empirical studies in the UK and Spanish markets show that brand extension can dilute the brand image. However, brand image before extension and the perceived fit of the extension have positive effects on brand image after extension. This suggests that consumers in different markets may respond similarly to brand extensions.

Conclusion

Understanding and managing brand image is a multifaceted process involving various measurement techniques, strategic frameworks, and conceptual clarifications. By leveraging these insights, researchers and practitioners can enhance brand performance and loyalty through effective brand image management.