The Key Elements Of Brand Image

1313 Words Aug 27th, 2014 6 Pages
Brands have become a primary role in modern society, which are included as a main part of a business’s capital (Kapferer, 2004). According to Lin and Hsu (2009) the brand image has been gradually recognized as a major topic for many marketing organizations. An excellent brand image not only helps companies to build market positions, but also makes it stand out from many competitors. Moreover, it is important that a successful brand should establish a good brand’s reputation, thus to win the trust of consumers. The key issues for managing and improving brand image may include following: whether the firms of different type, size or age should concern the same elements of its brand image? What different elements should they pay attention to?

This essay will look at which three key elements are included in a brand image. Firstly, it attempts to analyse some elements which help a company establish its ‘brand image’ and list some examples to prove it. Then, the main arguments for discussing which element may enhance or damage a brand’s reputation in the long-term. Finally, in the conclusion a summary of the main information is followed by the examination of key issues around those elements.

The image is the first key element and a foundation of a brand, therefore, every enterprises must attach great importance to brand image. The brand name, firstly, is an essential element for a brand, because it usually represent the key theme and core associations of a product in an…

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