Explain The Steps To Develop Brand Image

Brand Image:

Definition:-

According to david Ogilvy. “Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. If you take that long view, a great many day-to-day problems solve themselves….most of the manufacturers who find it expedient to change the image of their brand want it changed upwards.”

Developing a brand image:-

An advertiser can develop a band image of the product through different ways:

• Contents of advertisement
• Media used
• Personalities used
• Symbols
• Sponsoring of events
• Price
• Product
• Packaging
• Distribution
• Company

• Contents of advertisement:

The quality of contents i.e., the illustration, headline, the colour combinations, the music background, words, etc. can give intended image to the brand.

• Media used:

The quality of media or the programs sponsored may affect the brand image. Ex.: reid & taylor can advertise in business magazine but not in cheap local magazines.

• Personalities used:

The personality of the person endorsing the brand must always watch with the personality. Ex.: Sachin Tendulkar can endorse cricket kits.

• Symbols:

The company & brand logos should be designed that it should get instant recognition of the brand. Ex.: penguin of kelvinator.

• Sponsoring of events:

The events sponsored by the company can affect its image. Ex.: world cup 2011cricket had sponsored by micromax.

• Price:

The price factor can generate image for the brands. Ex.: Toyota has developed a rich image not only for the company but also for its brands.

• Product:

The product by itself is an important factor in order to develop a brand image the brand should perform well & also generate customer satisfaction.

• Packaging:

The package must be properly designed in order to give a rich image to the brand as package is the face of the product.

• Distribution:

The type of distribution by the company affects the image of the brand. Ex.: Radio watches are available at selected stores in India.

• Company:

The image of the company can affect the image of the brand. Ex.: companies which enjoy goodwill in the market can generate favorable image for their brands.