Searched over 200M research papers for "brand image"
10 papers analyzed
These studies suggest that brand image is a complex construct influenced by precise definitions, measurement techniques, brand concept management, semiotic principles, brand identity congruence, and various evaluation approaches.
20 papers analyzed
Brand image is a critical concept in marketing, representing the perceptions and beliefs that consumers hold about a brand. It influences consumer behavior, brand loyalty, and overall market performance. This synthesis explores various aspects of brand image, including its conceptualization, measurement, and strategic management.
Conceptual Frameworks and Definitions:
Measurement Techniques:
Strategic Management:
Influence of Brand Elements:
Context-Specific Insights:
Brand image is a multifaceted construct that requires clear definitions, comprehensive measurement techniques, and strategic management to be effectively leveraged. Ensuring alignment between brand identity and brand image, utilizing brand elements like logos and symbols, and considering context-specific factors are essential for building and maintaining a strong brand image. These insights collectively contribute to a deeper understanding of brand image and its critical role in marketing.
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