The paper "Brand Image and Brand Salience" is an outstanding example of an essay on marketing. A brand can be defined as a version of a given product or service. Brands come in different types. For instance, look-alike brands which functions the same but look different in terms of packaging and name (Pepsi and coke) or sub-brand trading under the same name, but are distinct in functionality and size packs (leaded and unleaded gas), differentiated brands and brand extensions among others (Ehrenberg et al. 1997). Creating a sturdy brand involves four stepladders namely; creation of an appropriate brand identity, the building of correct brand meaning through strong, approving and distinctive brand associations, third, eliciting positive, easy to get to brand responses and fourthly is forging brand relations with regulars characterized by extreme, lively loyalty.
In turn, these four steps are achieved through establishing six brand-building blocks - brand performance, brand judgments, brand imagery, brand salience, brand feelings, and brand resonance which leads to the formation of brand equity. Brand equity refers to the value a brand name brings to the consumers, producers, and retailers of the brand. The initiating positive attitude of consumers in regard to a competing brand is referred to us a customer-based brand equity model (CBBE model).
Customers' strapping involvement with the brand helps a business make long term correlation with the customer. Brand power lies in the opinion, images, attitudes, feelings, viewpoints, and experiences in the minds of regulars (Farhana & Islam 2012). The main objective of this paper is to explore both brand image and brand salience in building up customers' brand equity. Brand image The brand image relates to the current view the customers have about a brand (Nandan 2005).
It is a unique multiple of associations that are held in the minds of the targeted customers. Its significance shows what a brand stands for presently. According to Stock, (2009), the set of beliefs held about a brand are typically emotional, evolving from an accumulation of contact of a product with consumers (Han 2006). The elements identifiable with the positive brand image are the unique logos for an image, brand identifier which supports the key values and slogan that describe the brand.
The overall impression of the consumers’ form comes from all sources. The associations are what result in a brand image. Such an image may depict safety and reliability. The consumer does not therefore just buy the product or service but also the image associated with it. A brand image helps the producer to set price, customer base, the strategy of the brand plus promotion and packaging (Hubanic & Hubanic 2009). There are mainly six associations and variables that figure a brand image namely; strength, uniqueness, expectations, perceptions and associations, experiences and evaluation (Han 2006)