How to successfully refresh the brand image?
Feb. 24, 2019, 9:11 p.m.
The brand image - the existing perception of the company's brand by the market consumers. The perception of the brand is expressed in specific images, associations, which can be associated with the functional characteristics of the product and can only convey emotions and be abstract.
3 main idea show to successfully refresh the brand image?
Again, the image is the associations that are formed through contact, brand communication with the consumer, in other words, through communication. In practice, there are 3 key components of any brand image: strength, attractiveness, uniqueness. By controlling these 3 characteristics, you can fully manage the brand's reputation in the market.
- Associations must be strong
Strong and strong associations make it possible to permanently fix the desired image in the consumer’s mind and reduce the likelihood of associations forgetting or losing when in contact with competing products. The strength of associations is created through the formation of interest in obtaining information (the right time, place, consumer interest), as well as through their own experience in the use of goods (the strongest images and associations are formed by the consumer during the personal use of the goods).
- Associations should be attractive
In order to become attractive to consumers, associations must be associated with the solution of the main problems of the consumer, meet the desires of consumers; provide a guarantee for solving problems, and reduce frustration when buying and using a product.
- Associations must be unique
Unique associations are strongly associated with brand positioning, which reflects the competitive advantages of a product. Uniqueness is emphasized through the superiority of the brand in a certain area over other brands. The uniqueness of associations provides a guarantee of purchase of goods, in the presence of strong and pleasant associations.