Essays on Brand Image and Brand Salience Concepts Coursework

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The paper "Brand Image and Brand Salience Concepts" is a perfect example of marketing coursework.   Brand salience is the level at which a brand is noticed or thought about by a customer in a buying situation. Weak brands have little or no salience while strong brands have got high brand salience. If a brand is not thought about at the time of buying or is unnoticed, then its salience degree is very low. To have high salience means that customers will think about the brand when they ever find themselves in a buying situation.

Recalling a brand does not measure up to the same degree as brand salience. Brand salience is what brands come to mind when consumers are in a buying situation. Brand salience can simply be referred to as the memory of a brand and its connection to other significant memory structures (Keller, 2003, p. 596). Brand salience has been derived from psychological and memory theory research. Brand salience is the prominence or accessibility of a brand in the memory of the buyer. On the other hand, brand image is the existing view of customers in regard to a certain brand.

It is a unique association in the mind of target clients. It shows what the brand currently stands for. Brand image is an outstanding bundle of associations that existing the mind of the target customers. It defines a set of beliefs that are held about certain brand customers. It portrays the perception of the customer about the brand. It is the manner in which a brand is positioned in the market. A brand can be positioned as a high-quality brand, easily accessible brand, an effective brand, an affordable brand or a durable brand in regard to the position that the company has taken to position the brands (Kotler, 2004).

Brand image demonstrates the emotional value attached to a product and not only a mental image. The brand image carries with it the character of the company. Sony can be reputed for producing high-quality television sets and it may be believed that all other products from the company are of high quality. Brand image is an accumulation of observation and contact by people who are external to the organization.

The brand image carries with it the vision and mission of the company. There is a quality that the customers associate a certain company with. Brand image is considered as the overall impression in the mind of the consumers created from all sources. Consumers end up having certain associations with the brand. It is from these associations that a brand image is formed. The main aspects describing a positive image are a slogan describing the business of the organization in brief, unique logo reflecting the image of the organization, and a brand identifier which supports the key values (Macdonald & Sharp, 2000, p. 5-15).

An image is created about a brand in regard to subjective perceptions of associations bundle that the consumers possess about a certain brand. Whereas Toyota is associated with reliability, Volvo is associated with safety. Both brand image and brand salience are very important concepts when it comes to brand management. Brand image and brand salience promote the appeal that the product has towards the consumers.

References

Foxall, G 2002, Marketing attitude problem-and how to solve it, Journal of Consumer Behavior, 11 (1): 19-48.

Keller, K.L 2003, Brand Synthesis: The multidimensionality of Brand knowledge, Journal of Consumer Research, 29: 595-601.

Macdonald, E. & Sharp, B 2000, Brand awareness Effects on consumer decision making for a common, repeat purchase product: A replication, Journal of Business Research, 48 (1): 5-15.

Fan, Y 2002, The National Image of Global Brands, Journal of Brand Management, 9 (3): 180-192.

Kotler, P 2004, Marketing Management, Pearson: New York.

Aaker, D.A. & Joachimsthaler, E 2000, Brand Leadership. The Free Press: New York. pp. 1–6

Temporal, P 2011, Advanced Brand Management: Managing Brands in a Changing World, John Wiley & Sons: London.

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