Markenimage

The brand image describes the totality of perceptions, impressions, and associations that consumers connect with a brand. It arises from all direct and indirect experiences that customers have with the company, its products, and its communication.

The brand image significantly influences purchasing behavior, as it shapes how trustworthy, high-quality, or likeable a brand is perceived. Companies manage their brand image through targeted marketing activities, consistent messaging, and authentic presentation.

An example: An automobile manufacturer positions itself as innovative and sustainable, communicating this through advertising campaigns, CSR initiatives, and product design. Customers thus associate the brand with environmental protection and progress, strengthening the brand image.

The advantage of a strong brand image lies in the increase in customer loyalty, willingness to pay higher prices, and differentiation from the competition. A positive image also facilitates the market launch of new products and supports long-term business success.

For companies, it is therefore essential to continuously maintain and develop the brand image. Through clear positioning, credible communication, and consistent actions, brands can sustainably build trust and engage their target audiences.