Brand Image and Brand Salience - Term Paper Example

Brand Image and Brand Salience Introduction Diverse dynamics in the contemporary market has increased the prominence of brand image as well as brand salience. Some of these dynamics can be attributed to external factors like increased competition in the market as a result of market liberalization, globalization as well as the shifting consumer demands in the market. All these have resulted in the centrality of brand image and brand salience in the advertisement and the wider marketing undertakings of diverse businesses in the market. As a result, this has culminated in the increased necessity of elevated investments, both human and financial in the branding strategies of these firms to ensure that their brands gain a competitive advantage in the market. Against this backdrop, this paper is a profound effort to critically appraise, compare and contrast these two concepts. In addition, it will expound on what they are, and why they are considered important to the success of a brand in the market. Definitions Both of the above concepts are derived from the wider context of branding in a company. This necessitates the focus on the generic meaning of a brand as utilized in the marketing and advertisement as well as other undertakings of a company. On one hand, a brand has been perceived as a trade name which is allocated to a particular product or service. On the other hand, it is viewed as the exclusive as well as the inherent association that extricates a certain company, a particular product or a specific service from the competition which has become increased in the market (Schier, 2005, p. 1). For a long time, brand image has been considered as an important concept in the marketing efforts of a company. Brand image can be perceived as a set of views in regard to a particular brand which is reflected in the associations as conceived in the memory of consumers (Keller, 1993, p. 3). Similarly, Aaker (1991, p. 109) viewed brand image as a set of associations, usually organized in some significant manner. Brand image is imperative based on the fact that its successful utility permits the consumers to identify the specific needs which are supposed to be satisfied by the brand in question and in the process differentiating it from other competing brand. As a result, this elevates their likelihood of purchasing this particular brand amid the competition in the market (Hsieh, Pan, and Setiono, 2004, p. 252). An image can thus be viewed as a synthesis which is presented to the consumers in regard to all the brand messages, for instance, the visual symbols, brand name, products or services, attributes as well as the merits of sponsoring, promotion, patronage and advertisement articles (Han, 2006, p. 81). A positive brand image is often generated by the programs in marketing communication which create a robust link between the peculiar and favorable associations of the brand to the pertinent consumers of the brand. In addition, brand association can be developed through several other mechanisms like direct experience or the information which is disseminated in regard to the particular brand by the producing company, non-partisan sources or commercials (Han, 2006, p. 81). The above are exemplified by consumer reports or other media channels as well as word of mouth, through the suppositions or conclusions from the brand itself, for instance, the brand name or logo, or the overall association of the brand with the company, specific person, event or place, country or channel of distribution (Han, 2006, p. 81). The following diagram shows a summary of the diverse variables which have been perceived as molding the brand image in a firm. Figure 1.0: Variables that shape brand image Source: Han, Y., 2006. On the other hand, brand salience can be conceptualized as the propensity of the brand in the consumer’s memory, i.e ‘standing out’ in the memory of the consumer while in the buying situation. From the perspective of the human memory, this aspect of prominence can be evident in two interconnected ways. Firstly, there is ‘current’ salience whereby the brand which has been retrieved in the recent past is in the working memory of the consumer. The second perspective is the accessibility in the long-run average from the long-term memory of the consumer (Romaniuk & Sharp, 2004, 328). In the wider realm of marketing literature and in the practice of market research, there has been a tendency of linking this concept of brand salience with a singular operationalization. This is usually the ease on the side of the buyer to recall the specific brand (name) as a constituent of a particular brand category. In doing so, the researcher utterly bind the concept of brand salience two things. First is the first mentioned or TOM (top of mind) and second, with the particular product category label as the specific retrieval cue which is typically the only one (Romaniuk & Sharp, 2004, 328). Thus, from a very basic perception, both of the concepts defined in the preceding section which have received heightened eminence in the realms of brand management have inherent relationships as viewed by diverse scholars in this field. Relationship between brand image and brand salience The intrinsic relationship between brand image and brand salience has been underpinned by (Romaniuk & Sharp, 2004, 330) who determined that when a consumer is under direct exposure of a certain brand in a particular context, the links between the name of the brand and specific concepts can either be fortified or created. Thus, this complex maze of the information as linked to the brand name can be viewed as constituting what has generally been referred to as the brand image or in a more recent sense, brand knowledge. The linkage of these concepts can thus be retrieved when the name of the brand is specifically utilized as the retrieval cue. This latter context is directly related to brand salience. On the other hand, Vieceli (2009, p. 3) supported the method of measuring brand salience as used by Romaniuk & Sharp (2003) which was founded on the proposition that a consumer is bound to mention a brand which is endowed with high saliency in a more frequent manner across a wide range of brand image attributes. Nonetheless, Vieceli (2009, p. 3) argued that this may be a more ideal reflection of the improved capacity of the brand to be recognized or positively evaluated and eventually chosen, as opposed to a top of mind (TOP) awareness with the product category cue. Importance of brand image and brand salience to the success of a brand There are diverse benefits which are bound to be enjoyed by a business when it develops a strong brand image and brand salience in the market. A strong brand image and brand salience allows the differentiation of products which exhibit extensive similarity in aspects like color and quantity (Kalakumari & Sekar, 2012, p. 188). In this regard, a particular brand is bound to enjoy a favorable niche in the market despite the entrance of new products in the market which have fairly similar attributes with a specific brand from a certain company. This is epitomized in the telecommunication industry which has been characterized by extensive litigations over the development of products like iPhones and smartphones with similar attributes in terms of color and external features, for instance, the allegation by Apple that Samsung had developed the Galaxy products with similar design features as well as similar look on their screen icons. Nonetheless, a strong brand image and brand salience have enabled the consumers to differentiate between the products from these two companies and choose the product of their choice based on the fact that their preferred product ‘stand out’ in the memory of the consumer when in the purchasing situation, even when juxtaposed in the same display shelf in different outlets. Similarly, the brand name and logo which are linked with brand image have ben central in shaping the consumer’s perception and purchasing behavior. In relation to the above inference, brand image and brand salience helps in the recognition of particular products in a cluttered marketplace. In this regard, this product is bound to enjoy sustained competitive advantage in the market despite the encumbered nature of the market place. This fact is supported by (Park et. al, 1986, p. 155) who determined that a brand image which is effectively and efficiently communicated greatly assists in establishing the niche of the brand in the market, while at the same time insulating the brand from competition. Thus, it helps in enhancing the performance of the brand in the market. In addition, a strong brand image and brand salience ensures that less persuasion for the consumers is required for them to use a certain product from the same brand. This is based on the perceived sense of quality and value of products from a certain company. In this regard, the company will invest less in the advertisement efforts aimed at persuading the consumers to purchase a certain product from the same company. This is epitomized in the case of Nokia whereby the historical establishment a robust brand image and brand salience of Nokia products in the past, the consumers will require a minimal level of persuasion to purchase new products from the same brand entering the market, for instance, Nokia Lumia 900. This, a strong brand image and brand salience helps communicate quality and value to the consumers in case a new or more enhanced product is launched in the market, from the same brand. Lastly, a strong brand image and brand salience helps in enhancing the consumer relationship efforts of the company as a result of the log established trust (Kalakumari & Sekar, 2012, p. 188). Thus, in a case whereby a company is able to maintain a strong brand image and brand salience overtime helps in molding the trust of the consumer. Sustained maintenance of a strong brand image and brand salience thus helps in shaping the long-term performance of the company in the market amid market dynamics like financial slump (Park et. al, 1986, p. 155). Importance of consistency in brand image Brand image consistency can basically be viewed as the attempts of a business to communicate messages in such a way that it minimizes or completely eradicates the chances of detracting or wandering away from the novel and core brand proposition, for instance, the use of a similar marketing slogan or logo in a similar way in all the marketing materials by a certain company. This is important based on the fact that the consistency in the brand image culminates in one massive merit to the company-recognition. Consequently, recognitions results in increased familiarity of particular brands to the consumers and eventually, this leads to elevated confidence and trust of the consumers in the product. In addition, consistency on the brand image helps in bringing clarity and the purpose as to which the consumer buys a certain product. Planning and constructing an appropriate brand image for a new brand There are several steps that can be utilized in the process of constructing an appropriate brand image for a new brand. The first step is identity audit. In this level, the company evaluates the consistency of its current products and their positioning in the market, for instance, the logos, slogans, graphics, theme lines among other tenets. This should be coupled with the identification of both the strengths and weaknesses of the current brand image. In addition, a survey on the consumer perception is fundamental in determining the most ideal brand image of the new products. The second step is benchmarking whereby the key competitors are identified and their brand image and messaging analyzed. This is followed the decision on whether to adopt either of their successful facets or to adjust them to suit the new brand. The third stage which is integral is planning and implementation. In this stage, the information gained from the preceding steps is reinforced by profound brainstorming on the specific issues in regard to the brand image of the new product. In this stage, the strategies, schedules, actions as well as the estimated costs are ascertained and incorporated in the marketing plan. The forth step is creative development which is characterized by forwarding of recommendations on the refinements of the graphics, logo, color among other tenets of the brand image of the new product. Lastly, there is the implementation stage which is characterized by the execution of the identified strategies and actions. The rationale behind the above process is that it permits ample reflection on the current brand image, the external factors like competitors’ brand image while at the same time it permits a holistic approach in terms of input from all the departments in the company. Conclusion From the above discourse, it is apparent that brand image and brand salience play an integral role in a company. They are inherently interrelated and their effective utility results in sustained competitive advantage in the market. In addition, brand consistency has been cited as being imperative to the long-term recognition of the brand which increases familiarity. References Aaker, DA., 1991, Managing brand equity. Capitalizing on the value of a brand name. The Free Press. New York. Han, Y., 2006, Impact of brand identity onperceived brand image of the Nelson Mandela metropolitan university’, retrieved 1st October, 2012, < http://www.nmmu.ac.za/documents/theses/YHan.pdf>. Hsieh, MH., Pan, SL., & Setiono, R., 2004, ‘Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis’, Journal of the Academy of Marketing Science, Vol. 32, No. 3, pp. 251–270. Kalakumari T. & Sekar, M., 2012, ‘A conceptual study of building a strong brand with CBBE model’, International Journal of Multidisciplinary Research, Vol. 2, No. 1, pp. 187-193. Keller, KL., 1993, ‘Conceptualizing, measuring, and managing customer-based brand Equity’, Journal of Marketing, Vol. 57, No. 1, pp. 1–22. Park, CW., et. al, 1986, ‘Strategic Brand concept-image management’, Journal of Marketing, Vol. 50, pp. 135-145. Romaniuk, J. & Sharp, B., 2004, ‘Conceptualizing and measuringbrand salience’, Marketing Theory, Vol. 4, No. 4, pp. 327-342. Schier, ML., 2005, ‘A Brand to Build on’, retrieved 1st October, 2012, < http://www.schermer.co/objects/Resources/Brand%20To%20Build%20On.pdf>. Vieceli, J., 2009, ‘Brand Salience for Durables: An Empirically Based Model’, retrieved 1st October, 2012, . Read More