Brand Image and Personality Association

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Brand image is the consumer’s perception in totality about the brand which encompasses both physical and perceptual components. It includes consumer’s impression about the brand in terms of its physical attributes, performance, usage, benefits to people and the kind of people using it, the emotions associated with it and the symbolic meaning it generates. Brand image is the examination of the brand names in the market by individuals external to the organization. It is a set of beliefs and accumulation of contacts and observation by an outsider.

A positive brand image is comprises:

• unique logo depicting the company’s image
• slogan portraying the business in brief
• brand identifier reflecting the key values

Brand image requires multiple sources of communication and not as a result of communication with the audience through a single channel. Consumers develop various associations with the brand and these associations are the bases to form brand image. .  For example, Volvo is associated with safety. Toyota is associated with reliability.

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