A Reconceptualization of Brand Image

Brand image forms the basis for making better strategic marketing decisions about targeting specific market segments and positioning a product. The phrase, brand image, however, has been defined and applied in various ways by different researchers. The variations in definition can be confusing with regard to brand image measurement and subsequent assessment of brand equity and brand positioning. A revised definition is proposed—the sum of a customer’s perceptions about a brand generated by the interaction of the cognitive, affective, and evaluative processes in a customer’s mind—to better reflect the concepts discussed relative to brand image in the literature review, content spanning the 1950s to the present. The revised definition will benefit researchers and marketers through use of unified terminology and meaning, allowing for efficient planning and implementation of marketing strategies to build brand equity.

[1]  U. Johansson,et al.  Brand image and customers' willingness to pay a price premium for food brands , 2014 .

[2]  Motivation in Advertising: Motives That Make People Buy , 1971 .

[3]  Silvia Biasotti,et al.  What’s in an image? , 2005, The Visual Computer.

[4]  Rodolfo Vázquez,et al.  Consumer-based Brand Equity: Development and Validation of a Measurement Instrument , 2002 .

[5]  D. Hendon,et al.  WINNING THE BATTLE FOR YOUR CUSTOMER , 1985 .

[6]  H. Riezebos,et al.  Brand Management: A Theoretical and Practical Approach , 2002 .

[7]  Samuel Mudd,et al.  Market image as a function of consumer group and product type: A quantitative approach. , 1973 .

[8]  G. Zinkhan,et al.  In Search of Brand Image: a Foundation Analysis , 1990 .

[9]  Tim Ambler.  Marketing and the Bottom Line: The Marketing Metrics to Pump Up Cash Flow , 2004 .

[10]  Venkatesh Shankar,et al.  Practice Prize Paper - BRAN*EQT: A Multicategory Brand Equity Model and Its Application at Allstate , 2008, Mark. Sci..

[11]  Allan D. Shocker,et al.  Managing Brand Equity , 1991 .

[12]  T. J. Reynolds,et al.  Advertising Is Image Management , 2001 .

[13]  Jeffrey F. Durgee,et al.  ADVERTISING SYMBOLS AND BRAND NAMES THAT BEST REPRESENT KEY PRODUCT MEANINGS , 1987 .

[14]  Bernard J. Jaworski,et al.  Strategic Brand Concept-Image Management , 1986 .

[15]  Y. Ko,et al.  Athlete brand image: scale development and model test , 2013 .

[16]  David A. Aaker,et al.  Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology). Капитал бренда и реклама: роль рекламы в создании сильных брендов (Реклама и психология потребителей) , 1993 .

[17]  S. Levy.  Imagery and Symbolism , 1999 .

[18]  Sidney J. Levy,et al.  The Product and the Brand , 1999 .

[19]  M. Sirgy,et al.  Using self-congruity and ideal congruity to predict purchase motivation , 1985 .

[20]  J. Aaker,et al.  Dimensions of Brand Personality , 1997 .

[21]  Kevin Lane Keller.  Conceptualizing, Measuring, and Managing Customer-Based Brand Equity , 1993 .

[22]  D. Aaker.  Building Strong Brands , 1995 .

[23]  Al Ries,et al.  Positioning: The Battle for Your Mind , 1981 .

[24]  S. Levy.  Marketplace behavior--its meaning for management , 1978 .

[25]  E. Grubb,et al.  Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach , 1967 .

[26]  Naveen Donthu,et al.  An examination of selected marketing mix elements and brand equity , 2000 .

[27]  Richard E. Plank,et al.  Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale , 2002 .

[28]  Alexander L. Biel.  How Brand Image Drives Brand Equity , 1992 .

[29]  Jeffrey D. James,et al.  Development of a Scale to Measure Team Brand Associations in Professional Sport , 2006 .

[30]  Larry Percy,et al.  Strategic Brand Management , 2007 .

[31]  P. Tuominen.  Managing Brand Equity , 1999 .

[32]  Mary W. Sullivan,et al.  The Measurement and Determinants of Brand Equity: A Financial Approach , 1993 .

[33]  W. Nöth.  The language of commodities Groundwork for a semiotics of consumer goods , 1988 .

[34]  A. B. D. Río,et al.  The effects of brand associations on consumer response , 2001 .

[35]  M. Shank.  Sports Marketing: A Strategic Perspective , 1998 .

[36]  V. P. Lessig,et al.  Psychological meaning of products and product positioning , 1987 .