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What Brand Image Is Not

What Brand Image Is Not

The passage lists several misconceptions about what constitutes a brand image,
including a logo, corporate identity, marketing materials, or merely a company name on
a label. These elements are superficial and do not encompass the essence of a brand.

1. Authenticity and Emotional Connection:  Authenticity is portrayed as crucial for a
brand. It’s not just about the visual representation but about the emotional
connection and overall experience a brand offers. Customers make decisions
based on how they feel about a brand rather than just the product or service
itself.

2. Brand Promise and Trust:  A brand is depicted as a promise that a company
consistently delivers. Trust is highlighted as a critical component of this promise,
which is built through consistent delivery on expectations.

3. Customer Experience and Perception: The passage underscores the importance
of customer experience in shaping brand perception. It emphasizes that a
brand’s success often hinges on how it is perceived by customers and how well it
meets their expectations.

4. Quality and Brand Power:  The passage acknowledges that while quality is
important, brand power can sometimes outweigh product quality in consumer
decisions. However, it warns that a brand cannot sustain itself solely on
reputation; it must deliver on its promises to maintain credibility.

5. Customer Satisfaction and Advocacy: Satisfied customers are portrayed as
essential for brand success, as they are likely to advocate for the brand to others.
Conversely, dissatisfied customers can harm a brand’s reputation, underscoring
the importance of consistently meeting and exceeding customer expectations.
Overall, the passage emphasizes the holistic nature of branding, highlighting the
importance of authenticity, customer experience, and trust in building a successful
brand image.

By Howard A Lim at HOWCreative.com
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