The Baryawno Insights

Brand image is crucial in shaping how consumers behave. It influences how potential customers see and engage with a business. This image includes not only visual aspects, like logos and packaging, but also the feelings and thoughts connected to a brand. When consumers come across a brand, their reactions and choices are based on their existing views, which come from marketing messages, personal experiences, and society’s influence.

Understanding brand image is not just about recognizing its components; it’s about grasping its psychological impact on consumer behavior. How a brand positions itself in the minds of consumers can dictate their purchasing decisions, influence their loyalty, and even affect their emotional well-being. This intricate relationship between brand image and consumer perception is a dynamic force that every business must navigate, making it essential for brands to cultivate a compelling image that resonates with their target audience.

The following depiction is a summary from Professor Neal Roese’s essay on ‘Creating a Meaningful Brand Image.’

As emphasized, it depicts the three key areas of psychological value:
1. The three key sources
2. The three key performance indicators
3. The three sources of data that can be analyzed

I am not an expert in branding or brand image, this is my interpretation only.