Every brand has a brand identity. The identity is what company wants consumers to see and think about their company. The brand identity is created trough the visible elements such as colour, logotype name and symbol. On the other hand the image is what the other actually perceive. So not necessarily they are the same thing, but that is what should be aimed for.
Before you can define your brand you need to do some exploring . SWOT analysis is a good tool to use when you are building your brand identity. In the SWOT analysis you define your the strengths, weaknesses, opportunities and threats of your business. Surveys are also a good tool when you need to find out information about your brands image. (Hall 2013)
Acoording to Hall 2013, the brand identity is a five-step process that aims to clearly define what your brand stands for - its goals, its personality, the emotions you want the people to experience when they come into contact with your brand, and a clear conveyance of that identity trough a positioning statement. Here is what you need to create that:
1. Vision Statement
2. Mission Statement
3. Essence
4. Personality
5. Position or Value Proposition
Aaker (Brand Identity)
Gad (Four dimensions)
Knapp (Brand mindset)
Kunde (Brand religion)
Kapferer
Ind
Keller
Brand image has not to be created, but it is automatically formed. Brand image is the current view of the customers about a brand. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. Brand image is the overall impression in consumers' mind that is formed from all sources. The brand image includes products appeal, ease of use, functionality, fame, and overall value. Positive brand image enhances the goodwill and brand value of an organisation. (Management Study Quide)
Consumers develop various associations with the brand. Based on these associations, they form brand image. The idea behind brand image is that the consumer is not purchasing just the product or service but also the image associated to the brand. For example Volvo is associated with safety and Toyota is associated with reliability. So a family with little kids would probably buy a Volvo and a older family man who needs a long-term car would buy a Toyota. Brand image develops and conveys the product's character in a unique manner different from its competitor's image. (Management Study Quide)
Sources:
Brand Image. Management Study Guide. URL: http://www.managementstudyguide.com/brand-image.htm. Accessed 24.02.2015
The Marketter's Quide to Developing a Strong Brand Identity. Steven Hall 2013. URL: http://blog.hubspot.com/blog/tabid/6307/bid/34238/The-Marketer-s-Guide-to-Developing-a-Strong-Brand-Identity.aspx. Accessed 24.02.2015
How to build a strong brand identity?
Before you can define your brand you need to do some exploring . SWOT analysis is a good tool to use when you are building your brand identity. In the SWOT analysis you define your the strengths, weaknesses, opportunities and threats of your business. Surveys are also a good tool when you need to find out information about your brands image. (Hall 2013)
Acoording to Hall 2013, the brand identity is a five-step process that aims to clearly define what your brand stands for - its goals, its personality, the emotions you want the people to experience when they come into contact with your brand, and a clear conveyance of that identity trough a positioning statement. Here is what you need to create that:
1. Vision Statement
2. Mission Statement
3. Essence
4. Personality
5. Position or Value Proposition
How to build a successful brand identity?
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| http://www.atissuejournal.com/2012/07/19/a-process-for-designing-successful-brands/ |
What kind of models do different companies use for branding?
Aaker (Brand Identity)
Gad (Four dimensions)
Knapp (Brand mindset)
Kunde (Brand religion)
Kapferer
Ind
Keller
What is customers role in building brand image?
Brand image has not to be created, but it is automatically formed. Brand image is the current view of the customers about a brand. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. Brand image is the overall impression in consumers' mind that is formed from all sources. The brand image includes products appeal, ease of use, functionality, fame, and overall value. Positive brand image enhances the goodwill and brand value of an organisation. (Management Study Quide)
Consumers develop various associations with the brand. Based on these associations, they form brand image. The idea behind brand image is that the consumer is not purchasing just the product or service but also the image associated to the brand. For example Volvo is associated with safety and Toyota is associated with reliability. So a family with little kids would probably buy a Volvo and a older family man who needs a long-term car would buy a Toyota. Brand image develops and conveys the product's character in a unique manner different from its competitor's image. (Management Study Quide)
Sources:
Brand Image. Management Study Guide. URL: http://www.managementstudyguide.com/brand-image.htm. Accessed 24.02.2015
The Marketter's Quide to Developing a Strong Brand Identity. Steven Hall 2013. URL: http://blog.hubspot.com/blog/tabid/6307/bid/34238/The-Marketer-s-Guide-to-Developing-a-Strong-Brand-Identity.aspx. Accessed 24.02.2015
Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.The art of aligning what you want people to think about your company with what people actually do think about your company.
VastaaPoistaVery useful info. Hope to see more posts soon! marketing agency Great work buddy, keep it up
VastaaPoistaB2C and B2B refers to business-to-consumer and business-to-business respectively. Their similarity lies in that both B2B and B2C Marketing, consumers and businesses are customers.
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