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The Effect of Image on The Consumer’s Mind and its Power in Modern Business

October 06, 2019


Brand image is more than a logo that identifies your business, product or service. Today, it is a mix of the associations consumers make based on every interaction they have with your business. Most entrepreneurs and small business owners don't really think about their brand image until there's a problem with the image they're developing. the brand image is a powerful tool in promoting business products and services. 

We know that making a good first impression is important, especially in business. Consumers will create an impression of your business and brand based on a variety of factors, such as the way your employees are dressed, your website, your business cards, the cleanliness of your store and more. Call it superficial, but these small details are points of contact you have with potential customers. In this case, presentation is everything. In the increasingly competitive world marketplace, companies need to have a deeper insight into consumer behavior and educate consumer about brand in order to develop effective marketing strategies.

Advantages of having branding and identity

Awareness: - The harder a company works on its branding and identity, in most cases, the more awareness it creates. For example, Coca-Cola is known worldwide for its product. A consumer can see it in a foreign county, with labeling in a foreign language and know it is a Coca-Cola product. The red color and shape of the bottle is an immediate trigger in many minds as to the fact that the drink is a Coca-Cola product. This is branding and identity at its best.

Consistency in the Marketplace: -The more often a customer sees your brand in the marketplace, the more often he will consider it for purchase. If the brand and identity are truly kept consistent, the customer is more likely to feel that the quality is consistent and to become a loyal follower of the brand. However, this means that the product must maintain a consistency that reflects the image as well.

Customer Loyalty: - Well-executed branding helps create customer loyalty by reinforcing the purchase of merchandise in the consumer's mind. For sporting products, a campaign focused on physical fitness and not on a particular product helps establish the brand as a leader in the industry for both previous and future customers. When the product is associated with a lifestyle, it keeps consumer pursuing similar goals coming back.

Improve Employee Pride And Satisfaction: - When an employee works for a strongly branded company and truly stands behind the brand, they will be more satisfied with their job and have a higher degree of pride in the work that they do. Working for a brand that is reputable and help in high regard amongst the public make working for that company more enjoyable and fulfilling. Having a brand office, which can often help employees feel more satisfied and gave a sense of belonging to the company, can be achieved through using promotional merchandise for your desktop.

Disadvantages of having branding and identity.

Can Become Commonplace: - Many brands strive ti be No.q in the minds if consumers. For example, in many parts of the U.S., people request a Coke when they go to a restaurant, not necessarily meaning a Coca-Cola product, but any soda. While it is the goal of branding to become the standard, it is not the goal to become the generic term of a line of products.

Negative Attributes:- If a product or service experiences a negative events, that will become attached to brand. For example, a massive recall or unintentionally offensive ad campaign can tarnish a company's brand and image, causing the company to need to build a whole new brand and identity to recapture its place in the market.

Why is Branding Important?

Branding is absolutely critical to business because of the overall impact it make on your company. Branding can change how people perceive your brands, it can drive new business and increase brand awareness. Branding increase business volume and create new customers. Today modern business branding has become more crucial in business development. The technological advancement and innovation is common in today business. Building brand identity on consumer mind is important for business to be competitive in the market. 


Brands offer many advantages and disadvantages for the consumers. For those consumers who are not price conscious brands provide easy product differentiation, quality assurance and good after sale care. Brands promote identity development and the brand image adds to the well-being of the customer. On the other hand, branded goods are high priced, often several times the actual commodity value. Under the times of economic recession consumers can no longer afford to pay for the exorbitant amount of money brands spend for advertisements. With retailers pushing the store brands at much lower prices and of comparable quality it does not make sense to pay a hefty price for branded products. This when considering the fact that many brands simply pay meager wages to their workers, is ethically unacceptable. Ultimately it is the consumer who has to make a judicious choice. Modern business spent heavily on marketing to create a brand loyalty. The loyal customer make repeat purchases from the business and they are more profitable.


havior and educate consumers about the brand in order to develop effective marketing strategies.
havior and educate consumers about the brand in order to develop effective marketing strategies.
havior and educate consumers about the brand in order to develop effective marketing strategies.be-
havior and educate consumers about the brand in order to develop effective marketing strategies.
havior and educate consumers about the brand in order to develop effective marketing strategies.
havior and educate consumers about the brand in order to develop effective marketing strategie

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