The role of brand image in selling a product or service

The company focuses its entire attention on maintaining or enhancing the quality of the brand. A brand is a kind of promise to the customer.

Brand image is not just the picture you have of any brand but the beliefs and expectations about that brand and the perception you have of its performance.

In the field of marketing, there is a belief that just like every man and woman has a unique personality (personality), a brand also has a personality and in a person we find trust, truth, mutual help in difficulties.

As we expect respect, consumers unconsciously or knowingly evaluate the reliability of the brand of the product they buy, the expectation that the brand will not fail in times of trouble, its short-term availability (availability), the full return of the money spent on the brand (i.e., value for money), etc.

Marketing expert Philipp Kotler was asked by a reporter which brand you found to be the best in your life. Philip Kotler immediately responded in one word: Microsoft. This brand has spread all over the world and in a very short time its inventor Bill Gates has become a billionaire. Many brands have become popular in India as well, including Gillette (American brand), Federers (British brand), McDonald's and Pizzahut (American brand), Lipton Burke Bond, Maggi, Tata Tea, Dalda Vanaspati Ghee are once famous brands,Examples can be given of thousands of brands such as Inno's Footsalt, Britannia Biscuits, Tanishq (Tata), Tiger Brand Biscuits, Colgate and Coca-Cola and Pepsi (American Brands). But Gujarat can be proud of one thing that the entrepreneurs and cooperative organizations of Gujarat have created amazing brands. These include Amul, Tiger-Goat, Torrents, Cadila, Zydus, Nirma etc.

How can a brand become great?

A successful and popular brand does not become overnight. It takes years. Just as the personality of a person does not blossom suddenly but gradually after the person crosses childhood, adolescence, aspects of his personality blossom, similarly the building of a brand does not happen suddenly.

It takes a long time to develop a brand personality The products of Amul, Wagh Bakri, Torrents, Cadila, Nirma etc. took many years to develop their own brand personality. People buy, taste or see, know or feel the branded products, value for Checks whether money is received or not and then they show loyalty to the brand after repeat purchasing of that brand or products. A customer with loyalty to a brand is more loyal than members of a political party and parties are not manipulated by political power-hungry individuals for their own benefit. The following three attributes or observations are worth considering for brand success.

The first feature is that the style of the product, the features of the product, etc. should come to the mind of the potential customer on hearing the brand name. E.g., Lipton brand tea and an experienced consumer should recall its aroma (aroma or fragrance) or an image of soda.

Of course, this image does not appear in the first purchase, but after two or three times of purchase, a typical image should appear in the mind of this customer. For that the packaging of the product is equally important. Attractive vacuum packaging of snacks available for Rs 5 or 10 made the Balaji and Gopal brands immensely popular.

Another issue for brand success is that the brand must create a clear idea of what unique benefits it will bring to its buyers. Enose Foot Salt or Stomach Safa tablets advertise their clear benefits. Volvo Car Company Volvo car's most important target is 'Safety' and emphasizes on how safe its cars are while Apple Company emphasizes on 'user friendliness' in its products.Tata emphasizes 'excellence' in many of its products and Bentley Mercedes (and earlier Rolls Royce) cars emphasize their 'snob appeal' to those who buy the car. A snob means arrogance and the belief that one is the most different and as a result of such a belief the rich are proud to own a car worth one or two crores.

A third point for brand success is that the brand building company has to adhere to certain values. In this regard, some companies consider 'innovative company' as a core value like Apple company or one time IBM company or General Electric and General Motors or Boeing company Azim Premji's IT company is known for its social responsibility and huge donations. Perhaps Azim Premji's and Tata's companies are the foremost in India in terms of social donations. Some companies value the most safe products for customers, while some companies value 100% honesty with the government and for customers and employees.

Importance of Brand:

The company focuses on maintaining or enhancing the quality of the brand. A brand is a kind of promise given to the customer. For example, when Motorola Company of America claims that the quality of our products is 'Six Sigma', the entire staff of the company performs their duty keeping this goal in mind.

For example, Switzerland, whose population is less than one crore, which is less than one-sixth of the population of Gujarat, has spread more than a dozen brands worldwide. Some brands of this country are very popular in India too. Nestlé, Rolex, Azima, Brown Overy, etc. Sweden with a population of only 5 million has developed world famous brands like Volvo, Sabu, Electrolux, Ericsson and Sandvik.

Countries with large populations such as India, China and Russia have not developed unique brands in proportion to their population, indicating that the development of a successful brand does not seem to be particularly closely related to the population of that country.