Brand Identity is the mental attitude with which we understand, perceive or evaluate a specific brand. Brand Identity is different from Brand Image since an image is usually created by the company through a marketing campaign. Thus, for the term Brand Identity we use the more flexible term Brand Image. Brand Image, on the other hand, is determined by consumer behavior based on past experience with a product or service. Brand Image then is the totality of consumer attitudes toward a given product or service, including their level of agreement with the brand in question.
Brand Identity can be compared to a promise or a description-it’s the way we think about and respond to a product or service.
It is what sets apart the brand identity from the various brands available in the market. Brand Identity has to do with how consumers mentally represent, relate to and have faith in a particular brand, more so the promises the brand makes. The brand image or the visual brand image that most people have a relation to is generally what they call “the brand.”
Brand Image however, has less to do with the actual image, as it pertains to the strength of the company’s brand identity.
Brand Image therefore, is typically more economical. A strong brand identity generates positive perceptions in consumers regarding that company and its products or services. The strength of the brand identity facilitates competitive advantage because consumers tend to pass on the positive perceptions to others and this provides a significant edge in competitive marketing. Therefore, it is important to create a strong brand identity if you are going to succeed in your efforts to market your products.
Brand Identity is determined by the combination of two very important characteristics-the strength and the perception it gives to a brand.
Strong brand identity creates a sense of comfort and trust in consumers which is a crucial ingredient for successful marketing and advertising efforts. Consumers have a tendency to believe in and appreciate brands that they’ve heard or used before. Brand identity in the context of marketing is a set of beliefs and perceptions that consumers form about a particular product or services that is communicated by a company. Brand identity is one of the primary ingredients of marketing and advertising success.
Brand image is based on the perception consumers have about the company, products and services.
Perception is the emotional response consumers have to an advertisement, and in this case to a brand image. Consumers form their perceptions partly based on their history with the product, and this also partly based on previous purchases. The more familiar a product is, the more likely consumers are to form a negative perception of it, especially if the product has been rejected or not fully appreciated in the past. This is also why the familiarity of products, services and brands is usually conducive to their acceptance by consumers.
Brand Identity is not just the perception of a brand but also the identification of a product or service with a set of core values, standards and associations.
Brand identity is important because it unifies a company’s core competencies and provides a visible reminder for the target audience of what the company stands for. It provides a shared identity that can motivate and guarantee loyalty from the target audience. Brand identity is an important part of a company’s social media strategy as it helps to attract and channel consumer attention.
Brand image however, is not the same thing as brand identity, which is a much broader concept.
Brand identity, on the other hand, consists of the visible elements of a brand, but it does not include the invisible ones such as the quality, performance and value of a product or service. Brand images, on the other hand, are perceived by the target audience, who can evaluate it based on its visual representation, but it is typically derived from knowledge of a company’s history, customers’ preferences and other external factors. Brand images in advertising therefore need to complement and reinforce the perception conveyed by the message. A visual brand identity can therefore influence consumers’ purchase decisions. The strength and value of a brand image can therefore depend on the extent to which it can be perceived and on the extent to which consumers can integrate it into their existing brand image beliefs and practices.
Consistent sales performance, which can be obtained by effectively communicating key performance indicators to customers, is the ultimate goal of any marketing strategy.
Therefore, it is very important to constantly evaluate and improve sales performance, which can be achieved by consistently communicating new business goals and strategies to consumers via advertising. One effective way of doing this is through consistent product images and descriptions in advertising. The success of any marketing strategy is dependent on its ability to communicate a clear set of expectations to target audience. Consumers are more likely to make purchasing decisions when these expectations are clearly communicated to them.
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