Essay about Buying Behavior Towards Fairness Creams Mini Project

2512 Words Jun 10th, 2012 11 Pages
BRAND IMAGEBrand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers’ perception about the product. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organization’s character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organization’s mission and vision to all. The main elements of positive brand image are- unique logo …show more content…
There are three types of benefits: Functional benefits - what do you do better (than others), emotional benefits - how do you make me feel better (than others), and rational benefits/support - why do I believe you (more than others). Brand attributes are consumers overall assessment of a brand.
Brand image has not to be created, but is automatically formed. The brand image includes products' appeal, ease of use, functionality, fame, and overall value. Brand image is actually brand content. When the consumers purchase the product, they are also purchasing its image. Brand image is the objective and mental feedback of the consumers when they purchase a product. Positive brand image is exceeding the customers’ expectations. Positive brand image enhances the goodwill and brand value of an organization.
The brand image refers to the way a market as a whole views a given company or product. Many companies attempt to create a strong brand that people identify with a given product. Some of the best examples of this include Xerox, whose name has become synonymous with making a copy, and Kleenex, whose name has come to mean "tissue" in general.
In addition to desiring to create brand recognition in general, most companies also want their product or company to have a specific image or to be looked upon in a certain way. This brand image can shape how they release a product, the type of product they released, the type of advertising they

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