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
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