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    Brand Image

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    Reema Negi
    The document discusses various aspects of building a strong brand image, including logos, slogans, taglines, and celebrity endorsements. It emphasizes that a brand image should send the correct message visually, verbally, and conceptually to consumers. A good logo helps build brand identity and recognition, while memorable slogans and taglines can boost brand recall. Celebrities can also help define a brand image if they have values compatible with the brand, but alone they do not guarantee success - it requires a combination of elements. Examples of strong and weak celebrity endorsements are provided.

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    Brand Image

    Uploaded by

    Reema Negi
    90 views25 pages
    The document discusses various aspects of building a strong brand image, including logos, slogans, taglines, and celebrity endorsements. It emphasizes that a brand image should send the correct message visually, verbally, and conceptually to consumers. A good logo helps build brand identity and recognition, while memorable slogans and taglines can boost brand recall. Celebrities can also help define a brand image if they have values compatible with the brand, but alone they do not guarantee success - it requires a combination of elements. Examples of strong and weak celebrity endorsements are provided.

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    The document discusses various aspects of building a strong brand image, including logos, slogans, taglines, and celebrity endorsements. It emphasizes that a brand image should send the correct message visually, verbally, and conceptually to consumers. A good logo helps build brand identity and recognition, while memorable slogans and taglines can boost brand recall. Celebrities can also help define a brand image if they have values compatible with the brand, but alone they do not guarantee success - it requires a combination of elements. Examples of strong and weak celebrity endorsements are provided.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    90 views25 pages

    Brand Image

    Uploaded by

    Reema Negi
    The document discusses various aspects of building a strong brand image, including logos, slogans, taglines, and celebrity endorsements. It emphasizes that a brand image should send the correct message visually, verbally, and conceptually to consumers. A good logo helps build brand identity and recognition, while memorable slogans and taglines can boost brand recall. Celebrities can also help define a brand image if they have values compatible with the brand, but alone they do not guarantee success - it requires a combination of elements. Examples of strong and weak celebrity endorsements are provided.

    Copyright:

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    Download as PPTX, PDF, TXT or read online from Scribd
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    Presented by Reema Negi-1292 Yashpal Singh Gole-1276 Arvind Pandey-1294 Vickey Nag-1241 Viren Punjabi-1358

    A Brand is any...
    name.. Coca-Cola term Coke

    design sign

    symbol
    or combination that distinguishes a product from its competitors.

    What is a brand?

    Brand relationships
    FIRM INTERACTION CUSTOMER S

    Brand identity frame marketers

    Brand relationship Branding process

    Brand image in the mind of customers

    BRAND The actual image of the firms in the customer mind

    BRAND IMAGE

    Brand image refers to the way in which consumer perceive the company and the brand, because every customer has a different perception about brand, designing a new brand is not simply about designing a log or a name. Rather, the image should send the consumer the correct message visually, verbally, and conceptually.

    Power of Brand image

    The image of a product or brand can do a lot for their sales. The better, more exclusive the image, the more the brand will sell. Brand image has a lot to do with sales and some of the better images always come out on top. The image of the brand is portrayed not only in the advertisements, but also as the consumer uses the product.

    Building strong brand image

    Brand Logos Slogans & Tagline Celebrities endorsement

    Logos

    Logos

    A good logo is the cryptogram of particular company symbolizing its value and missions designed especially for instant public recognition strive to build perfect corporate identity.

    Cont..

    The brand image and corporate identity can be built up with a well thought and well defined logo.

    Key characteristics of a perfect logo


    Uniqueness Meaningfulness Consistency

    Memorability

    Slogans & Taglines


    The brand slogan and tagline helps customers to remember the brand and reinforces mental associations. A tagline can be a powerful branding tool for a company at any stage, whether niche, growing or leading the market. Creating a memorable tagline can be a highly effective way to boost brand recall37 percent of people are more likely to buy a product if it uses a catchy tagline.

    Slogans & Tagline

    "I'm loving it McDonald's

    Connecting people" Nokia

    "I am what I am." Reebok


    "Like no Other." Sony "Just do it!" - Nike

    "The choice of a new generation." Pepsi

    Celebrities endorsement

    Celebrities add value to the image transfer process by offering meanings of extra depth and power, what is complemented by their life style and personalities.

    It is evident that a celebrity endorsing a product gives the product an instant Brand Awareness and Recall. The values of a celebrity not only help define and refresh the brand image but may also cover up for the lack of idea in a products advertisement.

    Establishing a Perfect Match

    Compatibility of the celebrity's persona with the overall brand image is very important, as a celebrity imparts credibility and inspirational value to a brand and his or her image should perfectly match the brand's image. A good brand campaign idea and an intrinsic link between the celebrity and the message are must for a successful campaign.

    Cont

    The above points can be put to perspective by using two examples, first Kapil Dev's 'Palmolive da jawaab nahin' and second Nakshatra's brand recall due to its endorser, the gorgeous Aishwarya Rai Bachchan. Both brands have edged out and carved out their niche in consumer's mind due to image and credibility of their endorsers. These were the cases of perfect match between the brand image and the image or persona of the celebrity endorser.

    Cont..

    The campaigns are not only basking with the glory of success stories, but there is considerable number of failures as well. Assuming that a person just have to be famous to represent a successful brand, however, would be incorrect and may turn out to be a very dangerous preposition resulting into a big calamity for the entire advertising campaign or the brand.

    Cont..

    Very well accepted and attractive super stars like Abhishek Bachchan and Amitabh Bachchan failed in turning their endorsements into success i.e. Maruti Versa similarly Virendra Sehwag also failed to deliver Reliance Telecommunication with the master stroke of his cricketing genius.

    Cont

    Celebrity endorsements are a powerful and useful tool that magnifies the effect of a campaign but the word of caution to be followed seriously; celebrities alone do not guarantee success nor does a great advertising campaign or the best possible product. It is the combination of several factors and elements that work together for the success of a brand and its acceptance in the minds of consumers as well as for its market offering.

    Parker pen, Reid & Taylor, Cadbury, Dabur

    Jaypee cement, Toshiba, Boost, Addidas,RBS, MRF

    Tata sonata, Aircel, TVS Star city Reebok, Bharat petroleum

    The top global brands

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