Factors Affecting Marketing » Brand Image Development

What you'll learn this session

Study time: 30 minutes

What brand image is and why it matters in marketing
Key elements that make up a strong brand image
How businesses develop and maintain their brand image
Techniques for measuring brand image effectiveness
Real-world examples of successful brand image development

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Introduction to Brand Image Development

Think about your favourite brands. Maybe it's Nike, Apple, or Coca-Cola. What comes to mind when you think of them? The swoosh logo? The sleek design of an iPhone? The red can with white lettering? These immediate associations are all part of brand image - one of the most powerful tools in marketing.

Key Definitions:

Brand: A name, term, design, symbol or any other feature that identifies one seller's product as distinct from those of other sellers.
Brand Image: The perceptions and beliefs held by consumers about a brand, as reflected by the brand associations held in consumer memory.
Brand Identity: How a company wants to be perceived by consumers - the outward expression of the brand.

Did You Know?

According to a study by Nielsen, 59% of consumers prefer to buy products from brands they're familiar with and 21% purchased a new product because it was from a brand they like.

Elements of Brand Image

A strong brand image isn't created by accident. It's carefully crafted using several key elements:

★ Visual Elements

These include logos, colours, typography and design elements that make a brand instantly recognisable. Think of McDonald's golden arches or Cadbury's distinctive purple packaging.

♥ Brand Personality

The human characteristics associated with a brand. Is it serious or playful? Luxurious or affordable? Innovative or traditional? For example, Virgin is seen as bold and innovative, while John Lewis is perceived as trustworthy and reliable.

☎ Communication Style

How a brand speaks to its customers through advertising, social media and other channels. Compare Innocent Smoothies' friendly, conversational tone with the professional, authoritative voice of a bank like HSBC.

✓ Brand Values

The principles and beliefs that guide a brand's actions. Examples include Patagonia's commitment to environmental sustainability or Lush's stance against animal testing.

Developing a Strong Brand Image

Creating a powerful brand image doesn't happen overnight. It requires careful planning and consistent execution across all customer touchpoints.

The Brand Image Development Process

1 Research & Analysis

Understanding the target market, competitors and current perceptions of the brand.

2 Brand Positioning

Deciding how the brand should be positioned in the market and in consumers' minds.

3 Brand Identity Creation

Developing the visual elements and messaging that will represent the brand.

4 Implementation

Rolling out the brand identity across all channels and touchpoints.

5 Monitoring & Adjustment

Tracking how the brand is perceived and making adjustments as needed.

6 Consistency

Maintaining a consistent brand image across all customer interactions.

Brand Positioning Strategies

How a brand positions itself in the market significantly impacts its image. Here are some common positioning strategies:

Quality-based: Focusing on superior quality (e.g., Rolls-Royce)
Value-based: Offering good value for money (e.g., Primark)
Feature-based: Highlighting unique features or innovations (e.g., Dyson)
Benefit-based: Emphasising specific benefits to customers (e.g., Colgate)
Competitor-based: Positioning against competitors (e.g., Pepsi vs Coca-Cola)
User-based: Targeting specific user groups (e.g., Dove for Men)

Case Study Focus: Burberry's Brand Image Transformation

In the early 2000s, Burberry faced a crisis when its distinctive check pattern became associated with "chav" culture in the UK. The luxury brand's image was being damaged. To address this, Burberry:

Reduced visibility of the check pattern in their products
Recruited high-profile British celebrities like Emma Watson for campaigns
Focused on their heritage and craftsmanship
Embraced digital innovation in fashion marketing

The result? Burberry successfully repositioned itself as a luxury fashion brand and saw its value increase dramatically.

Maintaining and Evolving Brand Image

Once established, a brand image requires ongoing attention to maintain its strength and relevance.

Challenges in Brand Image Management

Changing consumer preferences: What appeals to consumers today might not tomorrow.
Negative publicity: PR disasters can damage brand image overnight.
Competitive pressures: Competitors may try to copy or undermine your brand positioning.
Global expansion: A brand image that works in one culture may not translate well to others.

Techniques for Brand Image Measurement

To effectively manage brand image, businesses need to measure how consumers perceive their brand:

☆ Brand Awareness Surveys

Measuring how many consumers recognise or recall your brand. For example, "When you think of smartphones, which brands come to mind?"

☆ Brand Association Tests

Identifying what qualities consumers associate with your brand. "What words would you use to describe Nike?"

☆ Social Media Monitoring

Tracking mentions, sentiment and engagement with your brand online to gauge public perception.

☆ Net Promoter Score (NPS)

Measuring how likely customers are to recommend your brand to others, which reflects their overall perception.

The Impact of Brand Image on Business Success

A strong, positive brand image delivers numerous benefits to businesses:

Premium pricing: Consumers will pay more for brands they perceive as superior (e.g., Apple products).
Customer loyalty: A positive brand image encourages repeat purchases and brand advocacy.
Resilience: Brands with strong images can better weather crises or negative publicity.
Expansion opportunities: Strong brands can more easily launch new products or enter new markets.
Competitive advantage: A distinctive brand image helps a business stand out in crowded markets.

Real-World Example: Greggs' Brand Image Evolution

Greggs, the UK bakery chain, has successfully evolved its brand image from a traditional bakery to a modern food-on-the-go retailer. Key steps included:

Modernising store designs and locations
Expanding their menu to include healthier options
Clever social media marketing, including the viral vegan sausage roll launch
Self-aware humour that embraces their position in British culture

This evolution has helped Greggs appeal to a wider audience while maintaining their core values of quality and value for money.

Summary: Key Takeaways

Brand image is how consumers perceive a brand based on their experiences and impressions.
Key elements include visual identity, personality, communication style and values.
Developing a strong brand image requires research, clear positioning and consistent implementation.
Brand image must be actively managed and measured to remain effective.
A positive brand image creates significant business advantages, including premium pricing and customer loyalty.
Successful brands evolve their image over time while maintaining core values and recognition.

Remember: In today's competitive marketplace, a strong brand image isn't just nice to have it's essential for business success. The most successful brands create emotional connections with consumers that go beyond the functional benefits of their products or services.

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