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Brand Image Research

9845 Words40 Pages

Effect of brand trust, brand image on customer brand loyalty in FMCG sector at Egypt

ABSTRACT:

Purpose- The purpose of this research is to identify and study the main factors that Affecting on customer brand loyalty in FMCG sector in Egypt.
Design/Methodology/Approach- 26 variables have been explored using literature reviews and exploratory survey of consumers from different income levels, different lifestyle. Data obtained from the reliable sources (e.g. press releases, Science Direct site, Wikipedia) have been used to study the main factors that Affecting on customer brand loyalty in FMCG sector in Egypt.
Findings- Based on literature reviews and exploratory surveys, the key determinants impacting consumer’s product …show more content…

Brand Image: Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers’ perception about the product. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organization’s character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organization’s mission and vision to all. The main elements of positive brand image are- unique logo reflecting organization’s image, slogan describing organization’s business in brief and brand identifier supporting the key values.Brand image is the overall impression in consumers’ mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. An image is formed about the brand on the basis of subjective perceptions of association’s bundle that the consumers have about the brand. Volvo is associated with safety. Toyota is associated with reliability.The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant. Brand images can be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc.Brand image develops and conveys the product’s character in a unique manner different from its competitor’s image. The brand image consists of various associations in consumers’ mind - attributes, benefits and attributes. Brand attributes are the functional and mental connections with the brand that the customers have. They can be specific or conceptual.

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