A Brand image has the power to influence customer’s views and attitude towards the
product. Consumers will always go for a product that matches their standards, believes or self-
image. Brand image has a great psychological power on people when the quality of the product
satisfies the customer. Happy customers will develop a long term relationship with the brand to
become loyal customers who will even advertise the brand to those around them. The
consumer’s mind will even associate a personal need with a brand such that when they have a
need, they have a visual image of the brand and cannot substitute it for another brand that is
Brand image is also a reflection of quality and prestige, it adds value to the product
because of the perception the people have about the product, the company and services provided.
Brand image is associated with elegance, success and fortune. Most manufacturers use influential
public figures as their brand ambassadors to stimulate the consumer’s purchasing power of the
product. The followers or funs of the celebrity associate the product with the love of the person
which results in great sales. Brand image is the key to great sales and market dominance. People
like to be associated with affiliations or communities that are successful; the winning team,
therefore a good brand image attracts masses of people who crave success.
The consumer’s purchasing power is influenced by their mind. If a brand assures them of
security, serenity or reflects their personality, they will be moved to become loyal customers
(Joseph 2). A Brand image that connects with people’s culture becomes a permanent part of their
lives. Most advertising company’s try to connect with the culture of their target market to obtain
permanent customer loyalty.
A positive brand image that connects with consumer's happy memories is likely to
develop trust and a strong long term association which will cut down marketing expenses while
increasing sales (Keller, as cited in Zhang 2, 3).
A great brand image can result to market dominance through continuous customer satisfaction
and exceeding the consumer's expectations. This drives the consumers to always choose the
product hence great sales. Producers can develop a great brand image by carefully studying the
behavior and passions of their target market. Delivering quality products to build trust and using
marketing strategies that connects with their personalities, status and culture.
Joseph. A Study on the Effect of Brand Image on Consumer Preference with Reference to Youth
in Bengaluru City Presentation in the International Conference, Master Thesis Bangalore,
Zhang, Open Journal of Business and Management, The Impact of Brand Image on Consumer
Behaviour, 03(01) article:53297,10.4236/ojbm.2015.31006, 2015.
Rahman, Haque & Hussain, Journal of Applied Sciences, Brand Image and its Impact on
Consumer’s Perception: Structural Equation Modeling Approach on Young Consumer’s
in Bangladesh. Article: 10.3923/jas.2012.768.774 , 12: 768-774. (2012)
Petrauskaite, Effect of Brand Image on Consumer Purchase Behavior: International Footwear
Market Comparison, Master Thesis, Aalborg University, 2014.