Teens and young adults covet certain brand-name clothing because they believe it promotes a particular image - Essay Example

The brand image is a key factor that determines the success in marketing a brand. The image helps products associated with a particular brand to stand out from competing products. A good brand creates a connection with the customer as the sole total solution to the customer’s wants. It positions itself as being the consumer’s first choice. This essay will outline the role of companies and their consumers in branding. By means of examples, it will seek to establish who drives a brand image.

Company role in branding Brands like Coca Cola, Gillette, Pepsi and Adidas are successful all over the world. This success and positive reception by the consumers can be attributed to quite a number of roles played by the companies. Strategic marketing, with an objective and a target audience is essential in developing a positive brand image. A key example is Adidas’ association with sports. Adidas has over the years sponsored sports competitions such as the Adidas Championship Football and hence increased its brand’s visibility.

Adidas also place big sized shoes at public places. These Adidas branded shoes increase the company’s visibility and hence a stronger brand image. A simple slogan and company symbol are also essential in creating a permanent association to the brand by the consumer. Symbols such as Adidas’ three blue stripes and Nike’s tick are easily recognizable. These two symbols are associated with sports in the eyes of the consumer (Philip 2006). Building a strong brand image also entails endorsements and association with the right persons.

Association with well known, successful and trusted personalities increases the chances of a brand having an edge over its competitors. Association with well known persons may give the customer a sense of security on a product and a feeling of attachment to the star. This is especially true when the consumer is a fan of the endorser. Such endorsements come mostly from sports personalities, such as Jordan’s endorsement for Nike. David Beckham and Zinadine Zidane, two legendary football stars remind one of Adidas.

Along with these roles, manufacturing quality products that satisfy consumers’ needs, having a good public reputation as a company and delivering promises on a product helps create a strong brand image (Philip 2006). The brand name Adidas is easy to recall. It stands out from competitors’ names and the logo is easily noticeable. This creates a distinct identity hence image of Adidas on consumers. Adidas has dedicated resources to aid in optimization of its products so as to be able to deliver the best sportswear and equipment a sportsperson can access.

This has led to production of quality products and hence reinforced Adidas’ brand image in sports. Adidas CEO, Adi Dassler ensures personal presence at important sports functions thereby creating a connection between him and consumers. This earns Adidas consumer loyalty and more attachment to the brand (Aaker & Joachimsthaler 2006) Consumers’ role in branding The consumer’s role in branding cannot pass un-noticed by companies. Consumers have needs and expectations on a product. They tend to choose the product which meets their needs and fulfils their expectations.

With online forums and social networking sites, consumers can discuss and rate various brands of a product. The shared opinions form an image of the respective brands to new consumers. This image governs the new consumers’