American Marketing Association (AMA) defined a brand as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors". Brand image is the perception of the brand held by the market – what is thought and felt about the brand real and imagined.
The product brand may be linked to the corporate brand as it is for many companies such as Coca-Cola, Virgin, IBM, Cadbury, MacDonald, Microsoft, and Marks and Spencer.
Brand image plays an important role in the development of a brand because the brand image associated with the reputation and credibility of the brand which later become the ‘guideline’ for the consumer audience to try and use a product or service then creating a particular experience that will determine whether the consumer will be into brand loyalist, or simply an opportunist.
European countries such as Italy, Spain, and France dictate the fashion trends of the European footwear market thus creating specific shoe brand image for consumers. It is the key of how consumers maketheir choices after gathering information about the particular brand and the alternatives. The main buyers in the European footwear market are the teens, young people and young professionals/graduates both men and women.
Brand image
Unveiling the Manifest Function: Understanding Its Significance in Social
Dynamics
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Manifest function, at its core, elucidates the observable outcomes of
societal behaviors. It serves as a lens through which the effects or
results of actio...