Fallon Howard
Fallon.j.howard13@gmail.com
Have you ever wondered how people and companies create a brand image for themselves? You are your own brand, believe it or not, and you have your own image that you create for people to perceive about you. Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers.
There are main topics discussed, which include the difference between brand advertising and direct response advertising. This idea displayed in the article, What is Brand Advertising and Why should you use it? mentions that "direct response ads which include most but not all forms of digital advertising allow advertisers to easily track and measure the performance of their campaigns with links unique phone numbers, app installs, coupon codes, and more. This quote accurately describes my point that most companies are looking to just grab your attention first and then finding out later that the product is not what you thought it was. Having that intent going into purchasing a product can alter your perception of that particular brand after the fact.
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| Picture source: shutterstock.com |
This idea displayed in this article Brand Image mentions that " the idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positively unique and instant. Brand images can be strengthened using brand communications like advertising, packaging, word of mouth publicity other promotional tools." This quote accurately describes my point that some people have different perceptions about what a brand is supposed to model and why promotional tools are needed to give good or bad publicity.
Advertisements are misleading because some companies only care about their image and the ratings they receive for the content that they produce. Ads, promotional tools, and branding can help influence a consumer's decision, which is heavily factored by what celebrities do or sponsor a certain ad or product. It's important to create your own brand and not let outside factors influence you. Furthermore, some companies use their image as a way to target consumers and make them believe what "they want to hear."
All of these factors play a big role in the decisions we make daily. For example, people will jump at a deal that's $4.99, but if it's $5.00, there is a trend that people tend to steer away because of the idea that it seems "more expensive." It's more ethical for companies to be their true authentic selves than selling false hope. Consumers will trust the realness of your company and what you're marketing if you give them the real thing. Protect your brand and yourself at all times as you are a reflection of what others view you as.
Hi Fallon!
ReplyDeleteI really liked your article and the way you elaborated on the importance of brand image and how advertising can affect that! Brand images are one of the most important marketing and advertising tools. Having that brand image allows the company's consumer's to relate and familiarize themselves with the company. I think it is so important for brands to remember that their advertisements may be more prominent than the company's overall image and when advertisements are misleading because these companies only care about their images and ratings. I also liked how you mentioned that companies use their images as a way to target consumers and make them believe what "they want to hear," which many consumers need to remember!