Impact Of Brand Image On Consumer Behaviour

The brand image is the brand's total personality impression in the consumer’s mind (real and imaginary qualities and shortcomings). It is developed through advertising campaigns over time with a consistent theme. Talbot and his team conducted social media research and there objective was to: -

A brand is a portfolio of qualities associated with a name, which in turn invokes certain images to individuals and hold values beyond the benefits of a product (Iacobucci, 2018). Brand association occurs when customers make a cognitive or emotional association with a particular brand. For instance, when a customer sees a certain color, symbol, logo, or name they automatically can make a connection to a particular brand. Brands start with a name that conveys information, suggest their benefits, or can even be named after their founders (Iacobucci, 2018). In the marketing perspective marketers can control the brand which they are marketing by using catching logos, colors, slogans, or even the products shape and appearance. In marketing a marketer can control the message they are trying to convey but cannot really have control over an individual’s association with that particular brand. Once a customer has an association with a particular brand they may favor the brand based on a past experience or even that individual’s sense of style or they may dislike a brand because of an association they

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

It has been acknowledge (Romaniuk & Sharp 2004) that Brand salience can be defined as the propensity of the brand to be thought of by buyers when they are in a buying situations. A brand awareness strategy depends on how well known the brand is, Brand Salience is forming image to refresh their memory about the brands that can linked to consumer mind as well as the quantity and quality of the cue to brand links (Olson & Peter 2005), it is very important that consumer can connect to their mind as many cues as possible . The level of consumers’ brand awareness necessary to induce purchase varies depending on how and where they make their purchase decision for that product category or form. The brand attitude is focus on evaluating the brand, according to Schiffman and Kanuk (2007) “attitudes are relevant to purchase behavior are formed as a result of direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the internet, and various forms of direct marketing”

Babur is an Assistant Professor and Principal at ISRA University, Islamabad Campus Pakistan. Naveed is a Senior Research Associate at Riphah International University, Islamabad Pakistan. There are 15 references in this article. The authors use these references to elaborate on concepts relating to marketing in regards to ethical burden, brand image, brand loyalty and, advertising in general.

Brand awareness means the salience of the brand in the customer’s mind which includes: recognition, recall, top-of-mind (Keller, 1993, Aaker, 1996) brand dominance, brand opinion, brand knowledge (Aaker, 1995). Recognition works effectively for a completely new or unknown brand whereas recall and top-of-mind are effective for well-known brands (Aaker, 1996). Keller, 1993 found that advertising enables brand recall which brings marketing and advertising success whereas Ehrenberg et al, 2002 opined advertising maintains brand salience to provide a competitive edge to the brand and stimulate brand awareness. Potential buyer gain brand awareness from advertisements which drive consumer for ultimate purchase (Ehrenberg and Barnard, 1997, Abideen and Saleem,

Regarding the issue of consumer behaviour, organisations could improve their perceived quality of their brands (Keller 2001) whilst adjusting their marketing strategies to enhance the brand image (Simmons 2007)

Brand image becomes linked with a level of ability, quality, and satisfaction in the consumer's mind

A strong brand image is often seen by management to be one of the company’s most important and valuable assets (Class Notes, 2016). A brand image can be seen as “the impression in a consumer’s mind of a brands total personality” (Business Dictionary Online, 2016). When a brand image is seen, immediately a vivid picture of that company, its products and even its values

Part 1 - Branding is a story given from the organization to the consumer, or information it is the sum of all the information about a product, service, or organization used to communicate a certain image or relationship to the public (Valette-Florence, et.al., 2011). Brand personality is a set of human characteristics associated with a particular brand the way the brand behaves if it were a human entity. For instance, we tend to see the Marlboro Man as masculine, the Virginia Slims woman as feminine; IBM as older and establishment, Apple as younger and hip; Coke conforms, Pepsi is for a new generation. Brand personalities, much like humans, are built overtime. It is important because it refers to the outcome of the consumer's total experience with the brand. Thus, in the consumer's mind, the brand personality merges over time to form an overall concept of what they might expect. McDonald's, Apple, Levis, Nike, etc. all have this emotional and ethereal feeling that transcends their current marketing message and becomes iconic (Wheeler, 2006; Valette-Florence).

A brand is not only a combination of names, slogans, logos, packaging, advertising and marketing that together give a particular product or service a physical, recognisable form, brands have a cerebral dimension, which is the reputation they a consumer’s mind. Brands must engender trust and loyalty if they are ultimately to be purchased. (Williams 2000). Therefore, what would be considered a successful brand is one that signifies the relationship between the company and the customer and requires intelligent, strategic and coordinated decisions in many areas of marketing (D et al. 2008). A brand identity serves as a way to communicate the values of a company or service to people and for this reason, is a vital part of any business. (Markovich 2016)

Hughes (1976) said that customer research directly set up the empirical support for the notion of brand preference as the connection between the product perceived image or service brand from the customer and the self-image customer in the early. Hellier et al. (2003) defined that ‘the extent to which the customer favours the designated service provided by a certain company, in comparison to the designated service provided by other companies in his or her consideration set’ (Hellier et al., 2003, p. 1765). According to the research by Erdem and Swait (2004), it shows that brand credibility can raise customers’ positive perceptions of the brand that leading to the purchase process of the same brand, and it is basic on their various preferences. In this proposal, the objective of the research is to identify that is that high credibility will attract more

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

Brand today is hard to stand at the leading position. Clifton and Simmons (2003), the CEO and former director of verbal identity of Interbrand, underline that brand is about choice and yet it has to compete in the crowded and competitive situation. In addition, brand is facing many challenges so as the consequent, a brand has to compete one to another. Even a strong brand may find several challenges to keep remain on its top position. The competitions of strong brands include, for example, Coca-Cola and Pepsi in soft-drink industry, Apple and Creative in mp3 player industry, Kellog’s and Nestle in cereal industry and so forth. Therefore, businesses should consider to the five distinctive traits (Clifton and Simmons, 2003) in order to make their brands great, as follow:

Brands make customer esteem on the grounds that they decrease both the risk of buying things and the effort, and subsequently give suppliers a motivating force to put resources into quality and advancement. Branding can upgrade the customer ‘s experience psychologically and aesthetically (Clifton 2009).