Brands
What is a brand? A brand is a business and marketing concept that enables consumers to associate a specific company or individual with a product or service. Through marketing, promotions, advertising, and sales, consumers establish a connection between the brand and the company or individual. A strong brand makes it easier for consumers to identify the products and services associated with it.
A brand’s identity encompasses distinct attributes that set it apart from its competitors in consumers’ minds. These attributes include colors, designs, words, logos, and slogans. Combining these elements, along with successful marketing and sales efforts, contributes to creating a brand’s image.
A brand’s image comprises the emotional and psychological response evoked when the public hears or sees the brand. It establishes a specific commercial connotation in the minds of consumers. For example, certain handbags and vehicles promote a luxurious brand image, while other products, like produce, rely on a brand image associated with freshness.
Advertising and marketing efforts must be consistent for a brand image to be effective. Additionally, the products or services sold under the brand must align with the brand image; otherwise, consumers who purchase products associated with the brand may feel deceived or shortchanged and less likely to continue buying those products.
If a brand’s image is highly positive, consumers may desire to purchase products or services associated with it, even with little knowledge of or use for them. This is because consumers trust the brand to deliver products and services consistent with its established image. Therefore, reliability and trust are fundamental characteristics of a successful brand image.
What is brand loyalty? Brand loyalty refers to the goodwill and strong attachment that consumers have towards a brand. It entails the expectation that consumers will continue to purchase the goods and services associated with the brand, even if competitors offer similar products at similar prices and under the same terms.
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