Brand image

All kinds of associations, feelings and perceptions about a specific brand, present in the minds of potential and loyal consumers.

 

Brand image is something that we create in the minds of the recipients of our advertising messages, thus making our brand something practically tangible and characteristic for them, not just another logo present on the market.

 

A brand image consists of two elements, such as its personality and identity. The first term covers all kinds of features with which buyers, knowingly or not, identify the brand. At the same time, they are guided by their own feelings related to the experience accompanying previous meetings with the brand and their personal feelings towards it.

 

Brand identity includes elements such as its logo, name or characteristic colors that consumers associate it with. They are also communicated by the company all kinds of advantages that will bring customers consumption, or even the mere purchase of a given brand.

 

However, the creation of the brand image is not only influenced by the content provided by the manufacturer. The following also play a significant role here:

 

experience in purchasing a brand's product

the benefits of using a specific good

product user type

 

Brand image also has many functions, such as:

 

• distinguishing the brand from the competition

• legal protection of the manufacturer

• building the company's credibility on the market

• informing about the origin of a specific commodity

 

In terms of protecting the brand image and preventing its incorrect use, companies are increasingly creating the so-called brand book and brand book, in which they define how to properly use the company's logo and, inter alia, how the company communicates with the market and customers.