Brand image

Brand image is a central concept in the field of marketing and describes the overall image or perception that consumers or the target group have of a brand. It is the result of their perception and experience of the brand over time.

Brand image is a subjective and emotional relationship between the consumer and the brand that can be based on various factors:

Brand identity: the identity of a brand includes its values, mission, vision and personality. The brand image should reflect this identity and convey the core messages of the brand.

Brand experience: The interactions and experiences a consumer has with a brand, whether through the purchase and use of the products or services, customer service or promotional messages, have a significant impact on brand image.

Brand communication: The way a brand presents itself to the outside world and communicates with its target group influences the perception and image of the brand.

Brand awareness: How well known a brand is and how often it is perceived by potential customers also influences its image.

A positive brand image is of great importance as it builds customer trust and loyalty and promotes long-term customer loyalty. A strong and positive brand perception can also make customers more willing to pay a price premium and prefer the brand over competing products.

To influence and shape brand image, companies use various marketing strategies that aim to present the brand in a consistent and authentic way. These include, for example, advertising campaigns, social media, public relations and the point of sale experience.

Ultimately, brand image depends on the impressions and opinions consumers form about the brand, and it can change over time. Therefore, it is crucial for companies to continuously review and adapt their brand identity and communication strategies in order to maintain a positive and coherent brand image.