Symbols are used by many brands to bring a distinctive image to a consumers mind when in need of a product. The symbol a brand uses must show the customers the meaning behind the brand and the experience the customers have when using the products. The symbol could be as little as something that continually shows up in advertising, or a person that constantly endorses the brand. These symbols are Jared from Subway, the Pillsbury Dough Boy, and Ronald McDonald. All these symbols bring to mind a brand what you can expect from that brand. It is important for brands to use symbols that they know will always bring to mind the brand and not anything else. Jared from Subway is no longer Jared from Subway, and Subway has had a massive falling out
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Though these are the main components, there are smaller, more defining characteristics that are not as important, but make a clearer image and give more precise details about the brand. Those smaller components are the values of the company, the purpose, the community, and the self-image. (Brand Identity Defined, 2012) The rallying cry is the sum of all the other elements. It is the full definition of the brand and what you have come to expect from it. It can also be known as the slogan or the defining phrase in which you associate with the brand. It’s the “I’m loving it” from McDonalds, Authentic Athletic Performance from Nike, and Till the Last Drop from A1. These sayings as so ingrained in the company that when you say the slogan, someone automatically knows what company is being talked about. (Brand Identity Defined, …show more content…
The emotional attachment that the customer feels toward the brand gives it a position in the market against competitors. Many times, a brand with a positive image is able to attract customers that will use multiple products within their brand and continue to use their products. The brand image works under the biases that the customer is not purchasing the just the product, they are purchasing the brand and all the brand stands for. The brand image can either thrive or be tarnished by customers view on the products. When the customer is not satisfied, they can review the product almost anywhere online. Positive reviews will great a bigger, more positive brand image that will increase the customers willing to purchase the brands product. Negative reviews will lower the view of the brands image and will make it less likely that those interested in purchasing the brand will look to other brands to fulfill their needs.
There are three benefits from a positive brand image. A functional benefit that is provided by a product that works better than competitors, an emotional benefit that makes you feel better by using the brand, and a rational benefit achieved by the consumer believing that the brand is superior to others without actual knowledge of the fact. The brand image is not something that the company can easily manipulate. The image is made by customers and can only be changed by customers when
Though these are the main components, there are smaller, more defining characteristics that are not as important, but make a clearer image and give more precise details about the brand. Those smaller components are the values of the company, the purpose, the community, and the self-image. (Brand Identity Defined, 2012) The rallying cry is the sum of all the other elements. It is the full definition of the brand and what you have come to expect from it. It can also be known as the slogan or the defining phrase in which you associate with the brand. It’s the “I’m loving it” from McDonalds, Authentic Athletic Performance from Nike, and Till the Last Drop from A1. These sayings as so ingrained in the company that when you say the slogan, someone automatically knows what company is being talked about. (Brand Identity Defined, …show more content…
The emotional attachment that the customer feels toward the brand gives it a position in the market against competitors. Many times, a brand with a positive image is able to attract customers that will use multiple products within their brand and continue to use their products. The brand image works under the biases that the customer is not purchasing the just the product, they are purchasing the brand and all the brand stands for. The brand image can either thrive or be tarnished by customers view on the products. When the customer is not satisfied, they can review the product almost anywhere online. Positive reviews will great a bigger, more positive brand image that will increase the customers willing to purchase the brands product. Negative reviews will lower the view of the brands image and will make it less likely that those interested in purchasing the brand will look to other brands to fulfill their needs.
There are three benefits from a positive brand image. A functional benefit that is provided by a product that works better than competitors, an emotional benefit that makes you feel better by using the brand, and a rational benefit achieved by the consumer believing that the brand is superior to others without actual knowledge of the fact. The brand image is not something that the company can easily manipulate. The image is made by customers and can only be changed by customers when