What is brand image

The brand image, or corporate image, is primarily the vision that consumers have of you or your company.

Much like what happened with brand reputation, brand image encompasses many other marketing concepts such as reputation (brand reputation itself), positioning, and brand awareness (the quality of the brand).

Differences between brand identity and brand image

It may seem a similar concept but the difference between brand identity and brand image lies in who produces the effect of corporate value.

Brand identity and communication in general are the factors that influence brand image.

In practice, if the brand reputation (and therefore also the brand identity that is part of it) is built by the brand through communication, the brand image is the response that the user gives to these stimuli.

Therefore, brand image refers to the value that a user assigns to the brand itself. The result is the brand vision, where a certain brand conveys certain values (and information) and not others.

How to measure brand image: Keller's model and brand loyalty

The Keller model is an attempt by a famous American marketing professor to explain the brand image based on what a customer knows about the brand itself in a scientific way.

Brand loyalty is consumer loyalty to a brand, which is directly proportional to brand reputation and therefore, consequently, also to brand image.

The more a brand is able to build customer loyalty, the stronger and more consolidated its brand image will be.

How to increase brand image

As we have mentioned in other posts, it is essential to provide consistency and transparency of values in the eyes of the consumer.

• Online presence: having a strong online presence to communicate with one's community, managing to evolve in different situations and contexts.
• Tone of voice: To increase brand image, it is crucial to have a tone of voice and communication that are consistent with the brand and the values it carries with it.
• Corporate image consistent across various platforms: a unique image, with carefully designed graphics and communication, ensures the consolidation of the brand image.

In conclusion, having a strong brand image means having worked well to establish a stable brand value and having started a correct and consistent brand identity.

Volvo is synonymous with safety, while Apple is synonymous with quality; in short, the brand image is the customer's common feeling towards their trusted brand!