The And Brand Identity / Brand Image Subjects

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.

A close look at the brand identity will help usto assess how successful have been their advertising campaigns in order to create a brand image, while considering the value system of the audience to be targeted.

2.1: A brand gives an organisation a public image that is easily recognisable and helps to quickly identify the organisation. Businesses with strong brands are known widespread and help form the foundation of the

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”

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

According to Keller (2012) state that brand identity and image as two key vital tools to manage brands effectively, Furthermore, as shown Figure 2, Brand identity at the sender side, to deliver such as brand meaning, aim. Also, it exist the other source: firstly, company might consider the mimicry situation and marketing area; second, Stella create hers company exactly based on hers lifelong vegetarian faith. Message side shows the nature factors of brand, the product Stella mainly provide, target markets, stores located and the communication with customers Like Stella target their customer as 20-50 years old people with higher income; Good fashion awareness; prefer design and high quality clothing; Eco-friendly, conscious women (Drexler, 2014). In this process, it exist competition such as Alexander McQueen, Vivienne Westwood which has similar sustaining operation background (Cronin, 2014). At final stage, brand image as Receiver side, customer receive Stella particular image. For instance, Point-of-Difference (POD’S) attribute stand out Eco-fashion, vegetarian image, environmentally and sustainability conscious (Stella McCartney, 2015).

Brand image ,as an indispensable complementarity, impact consumers ' decisions through brand associations. Brand associations make consumers have different, positive and exclusive links to products. To build a strong brand equity, companys should convey exclusive and positive brand association to consumers. For example, considering Sony, consumers alway link with colourful, creative, digital and so forth. Diverse associations have been linked with this brand. These brand associations ultimately work on consumers ' decisions.

This is why it’s essential for brands to get to know their markets, their buyers & the brand elements required of them, in order to build and create effective branding strategies. The following essay discusses this further.

Branding is most commonly known as a form of marketing practice that links a company’s product and services to cultural meanings. According to Rashid (2012), brands have become one of the most discussed phenomena of marketing research in recent years. Brands are not simply a symbol on a product or a mere graphic but a company’s signature on constantly renewed creative process that yields various products. While products can live and disappear, the brand remains alive. The consistency of this creative process is what gives a brand its meaning and characters. Logos have also become an increasingly important element of a brand in today’s mass-market economy as a means of differentiation. Logos are the first step for any marketing as it is the face of the brand. According to Stahle (2002), logos help companies distinguish themselves from their competitors when there are so many product choices for consumers as they

A strong brand identity is one thing that no one can ever take away from a business. Great ideas and products can be improved, patents eventually expire, and technology is always changing- but a brand with loyal customers can continue to thrive, and can even be the most valuable part of a company. (building your brand) Branding creates awareness for a business and can be the main way a

Branding is the name, term, symbol, design, or a combination of all this items that would identify a company’s products or services and it differentiates the company from other competitors. A company or individual will have to register their brand with the U.S. patent office to be able to make it their own and become a trademark, if not anyone else can get that brand. A brand is very important in today’s industry it defines the whole company, it creates the possibility of signifying a promise or value among their customers. According to the book, brand equity has been the intangible value of a brand. A brand signifies a lot to

For that reason it is the aim of this report to clarify this matter by defining what do the terms brand and branding

A brand is more than a physical good. The brand is a company’s key strategic asset (Kapferer, 1997). Brand is something that resides in the consumers’ minds which helps consumers to differentiate the products of one creator from the others. As such the brand becomes a symbol that connects the company or its products with the customers in a relationship and represents the entire “product personality” (Leuthesser, 1988, p.2; Keller, 1991, p.4; Rajendra K. Srivastava and Allan Shocker, 1991, p.5; Aaker, 1996, p.7,35).

1. Ghodeswar, B. M. (2008). Building brand identity in competitive markets: a conceptual model. Journal of Product & Brand Management, 17(1), 4-12.