Consider your favorite brand. What's the big deal about it? Is it known for its excellent customer service? What about high-quality goods? Prices that are reasonable? Taking it a step further, does the brand match with your own personal values? Do you have the impression that it truly "gets" you and what you're searching for? The brand image is your view of what this brand stands for and what it provides to customers. And since it's your favorite, they've done a pretty excellent job of building theirs, don't you think?
So What Is A Brand Image?
According to Philip Kotler – an American author of more than 60 marketing books who’s been given the lofty title of “the father of modern marketing” – defines brand image as “a set of beliefs, ideas, and impressions that a person holds” about the brand. In other words, brand image is how each individual perceives the identity, purpose, and value of brands with which they encounter and may engage.
The hard issue with brand image is that you can't totally control how each visitor or consumer perceives your brand.
This will differ from person to person. It will be determined by their own personal views, thoughts, and perceptions, as well as how you fit into that equation.
What you can do, however, is execute a brand image plan that offers you the greatest possible opportunity of coming across the way you want to, which will eventually enhance the odds of your company's success. It’s crucial that you stay consistent in your imagery so that people think of you when they see it.