As such, brand picture portrayed as a summary of brand relationship in shopper's mentality that outcome in brand recognition and brand relationship alongside brand state of mind, brand advantages and brand characteristics. Brand Image is a multi dimensional construct that is triggered by cognitions, emotions, symbols, values and attitudes of consumers.
For marketers, whatever their companies’ marketing strategies are, the main purpose of their marketing activities is to influence consumers’ perception and attitude toward a brand, establish the brand image in consumers’ mind, and stimulate consumers’ actual purchasing behavior of the brand, therefore increasing sales, maximizing the market share and developing brand equity.
Brand is the front-liner of a product, an initial view that allows consumers to identify those products. In principle, brand is a promise of sellers or producers who continually brings a unit series of performance, benefits and service to buyer.
Brand image plays an important role in the development of a brand, because the brand image regarding reputation and credibility of the brand that later became the "guidelines" for the consumer audience to try or use a product or service.
With the proliferation of brands in the market, consumers make their purchase decisions largely depending on the brand image rather than the product itself. Moreover, when the brand image is consistent with the consumers’ self-concept, the consumers would give a preference to it.
According to the self-concept theory, one’s self - concept is a collection of perception about himself that includes elements such as capabilities, characteristics, shortcomings, appearance and personality.
Concept
of brand image
