The importance of brand image and its associations.
Traditionally, brand image is attributed to a brand's logo, which is the most direct symbol to identify companies. However, a brand image is much more than a logo. It is the combination of associations consumers make based on every interaction with a company. Not considering carefully a company's image could result in the dilution of a brand.
From a psychological perspective, first impressions have a huge effect on people. On its own, the image of a company may not make a sale. However, with the appropriate first impression, it will increase the likelihood to sell. Brand image is crucial to make a good first impression on consumer's minds.
When applied correctly, brand image can allow customers to recognize products automatically. The recognition is based on a strong association between a product and a brand and tends to evolve specific ideas. This association is the result of the consistent repetition of a message in time, which will build a relationship between the brand and the consumer and improve positioning.
It is crucial to communicate to consumers the right message, to raise the appropriate ideas brands want to be related to. Something important to consider is that once an association is set, it is important not to contradict it. If a company pretends to use its brand for a purpose that may go against its principal associations, it may face critical
problems.
Once an association is set, it is important not to contradict it.
One example to illustrate this is Colgate. This company may be easily related to cleanness, freshness, toothpaste, or teeth. During the 80s, they decided to extend their brand and use it in the frozen dinner industry. They wanted people to eat their meals and then brush their teeth. However, people simply could not associate Colgate with meals and the extension failed, despite the product had a good taste and price.
During the last years, several companies have decided to redesign their logos and enhance a more minimalist design. In general terms, these designs are simpler and flatter but still recognizable for customers. Generally, these changes are immediatel communicated to them through different media. Companies must ensure the new logo or design is associated with their brand quickly, as otherwise, they could confuse their consumers.
Example: new (bottom) logos of famous car manufacturers vs old (top) ones.
Some companies have gone further and have updated their whole image, a process known as rebranding. Burger King is a good example of this big change.
Burger King's rebranding of 2021 brings a new logo that is almost identical to its original iconic logo from 1969 to 1999. This new logo complies with the more minimalist recent trends and comes along with a redesign of other aspects such as its packaging, its restaurants, its webpage, or its social networks to ensure consistency and a quicker association to the new image.
This approach pretends to improve Burger King’s quality and taste perception, providing a fresh image, with bright colors, appealing to making the brand more real, natural, and authentic, crucial associations for Burger King considering it is in the fast-food industry.
Brand image is important for any business, and the different associations created to a brand are essential to build relationships with customers and position the company. Consumers buy according to the sensations they perceive from different companies. Failing in communicating the appropriate message to consumers, may have devasting consequences for any company.
By Bruno Piña
REFERENCES
Solomon Thimothy (2016). Why Brand Image Matters More Than You Think. Forbes. Available at: https://www.forbes.com/sites/forbesagencycouncil/2016/10/31/why-brand-image-matters-more-than-you-think/?sh=2128f89d10b8
Levi Winchester (2021). BURGER ME Burger King changes its logo for the first time in 20 years but some fans mock it for ‘looking the same’ as 90s versión. The Sun. Available at:
Praveen Sivakumaresan (2020). Colgate – Kitchen Entrees. Medium. Available at:
Douglas B. Holt (2003). Brands and Branding. Harvard Business School.
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