Brand Image – Brand Identity – Brand Strategy – Brand Identity Guru

Consumers perceive and accept many brands within a certain business group in different ways. Personifying a brand (How would you describe Brand X if you were a person?) We can find that, for example, consumers perceive Brand A as a young woman, impulsive, lively, attractive, energetic and full of ideas. In the same way, Brand B could be an older, conservative, laid-back man. The brand can also have a completely inexpressive and bad image. This is how the C brand may not have real personal characteristics, slim, tall, imperceptible and calm.

Basically, the image expresses a way in which a consumer thinks about the brand and the feelings that the brand awakens when the consumer thinks about it. Based on these characteristics, which the consumer associates with the brand, the company can build a competitive advantage for its brand.

What kind of image should our brand have?

Before answering this question, it’s important to consider several market factors and circumstances: company goals, consumer wants and expectations, trade groups, and various other groups. A company builds its brand image through commercial communication with its consumers. This is how a company informs the consumer of what the brand represents, what its values ​​are, what the company offers or guarantees to the consumer, what are its advantages, its qualities, etc. Consumers interpret all the information obtained and form a subjective perception of the brand or its image.

Why research brand image?

Understanding a brand image is vitally important to the long-term management of a brand. It is also important how consumers formed the brand and what kind of relationship was formed with the brand: what the brand means to them and how they have accepted it. Understanding the relationship between consumers and brands can help a business monitor its successful brand positioning and advertising efficiency.

How do we investigate the image?

The brand image is formed in the long term and represents a non-conscious and “untouchable” area, which needs to be investigated using projective research methods that help the consumer to overcome certain obstacles and limitations as well as help them to be inspired by the world of brands. . Therefore, the consumer not only focuses on the brand, but mainly on their experience with it and its regular users. It focuses on the opportunities, which ones are best suited for the specific brand and what kind of image the brand presents, etc.

We are able to research and describe the brand from various perspectives. We get many different associations, ideas, benefits and people that the consumer somehow connects with the brands, which need to be interpreted properly and correctly. It is important to define the key characteristics and values ​​that the consumer connects with a specific brand. Relevant findings show the results of a brand’s long-term management and represent key dimensions on which a brand’s competitive advantage is based.