Brand Image Theoretical Aspects

Abstract

The article analyzes the image of a brand and a brand image, brand value assessment methods, brand value, and benefits. A brand is a word or phrase that identifies and separates goods belonging to one person from belonging to another person. A brand is one of the elements of marketing, advertising. High-quality brand brings significant benefits to the manufacturer or the trader. A brand name may consist of a brand name and a brand symbol. There is several brand value evaluation model analyze in the article, like capital market-oriented brand value model, Aaker's brand value model, the Interbrand Brand Assessment Methodology, which helps evaluate brand value and benefit.

Measurement of Cosmetic Purchasing Decisions Using Brand Image and Consumer Trust

“…The brand image results from consumer responses to a brand or brand, which is decided through thought and competition with various other brands with the same product type. According to (Sallam, 2016;Pratiwi et al, 2015;Išoraitė, 2018), brand image is a composite picture and consumer confidence in a brand. Brand image can be said to be a review and rust held by consumers, as depicted in the minds of consumers (Kato, 2018).…”

Analyzing the Effect of Social Media Use, Perceived Value, Brand Trust and Electronic Word of Mouth on Brand Equity: The Mediating Role of Brand Image: An Applied Study on Egyptian Banking Sector

“…Brand image is defined as the perception present in the consumers' memory, in terms of a network of associations (Mitra & Mamata, 2020). Brand image can be perceived as emotion, which, being an intangible asset of the company, ensures its long-term prosperity (Išoraitė, 2018). Aaker (1991) defines brand image as a "set of brand association that is anything linked in memory to a brand, usually in some meaningful way".…”

“…In reviewing marketing literature, perceptions of brand image are varying. Sometimes brand image is considered as a part of a process, other times is associated as emotions and elsewhere is understood as information disseminated by organizations (Išoraitė, 2018).…”

The Effect of Impaired Brand Image: A Case Study in Analyzing the Influence of the Block Policy of the US on the Brand Image of Tik Tok

“…It goes beyond the brand itself, is not attached to things in reality, and has a symbolic value. They also think that brand image is the fundamental resource of a company and is the most powerful asset, which is invaluable [21].…”