Basic Branding Concepts: Brand Identity, Brand Image and Brand Equity
Journal Title: International Journal of Sales & Marketing Management Research and Development (IJSMMRD) - Year 2017, Vol 7, Issue 4
Abstract
Branding is not a modern concept, but it existed prior to the 20th century. The oldest generic brand in continuous use in India since the Vedic period is Chyawanprash. The importance of branding cannot be neglected in today’s competitive world. Brand Identity, brand image and brand equity are important aspects of branding. The outward expression of the brand, including its name, logo, tone, tagline, symbols and visual appearance is a brand’s identity. It should be meaningful, distinct and flexible. A brand image is how the consumers perceive the brand. The brand image is not created, but is automatically formed. A strong brand image is a powerful asset and makes people confident that the organization is dependable. Brand equity is the value that the customer attaches to a particular brand. Brand equity can provide a platform for growth by brand extensions. The paper attempts to explain the above mentioned concepts of branding
Authors and Affiliations
Ramya Jain
Keywords
Related Articles
- EP ID EP240710
- DOI -
- Views 177
- Downloads 0
An Analytical Approach Towards Factors Contributing Consumer Purchase in Terms of Grocery Retailing in Indian Metro Cities
Since the emergence of organized retail format, the pattern of retail consumption has changed its nature. But number of research in this area depict that the grocery retail market is still predominantly captured by local...
The Effects of Branding in the Marketing of Locally Manufactured Products in Ghana- A Case of Chocho Industrires Limited
Most companies and customers unfortunately, do not see the value or part, branding plays in enhancing not only the value of the product but also the image of the company. In view of this, the new competition is not betwe...
Basic Branding Concepts: Brand Identity, Brand Image and Brand Equity
Branding is not a modern concept, but it existed prior to the 20th century. The oldest generic brand in continuous use in India since the Vedic period is Chyawanprash. The importance of branding cannot be neglected in to...
POPULARITY AND PREFERRENCES IN DIGITAL SHOPPING OF APPARELS: AN EMPHIRICAL STUDY
The concept of shopping confidence reflects consumers’ belief in their ability to shop for clothing and select the right products for themselves. Online shopping behaviour of youth in Chennai was considered based on four...
Consumers’ Satisfaction Towards Various Product Attributes of Compact Cars and the Problems Faced by the Consumers After Purchase – A Study with Reference to Coimbatore City
Consumer satisfaction among different Multi brand car service center has become an important and necessary concept in today’s service business world. Due to the importance of repeat business, it is vital for service busi...