Brand Identity vs Brand Image
The difference between brand image and brand identity is derived from the core concept of品牌如何顾客感知它。Brand可以分类为象征,,,,mark, logo, name, word, sentence or a mix of these items, which companies use to differentiate them from other sellers in the market. Brand is considered an important aspect of marketing nowadays and companies allocate high budgets for branding. Branding has two faces; one is what companies communicate, while the other is what customer perceives. This element leads to various theories, out of which brand identity and brand image are important.
What is Brand Identity?
Brand identity is a portrayal derived from an organisation. It is公司想向客户展示的总主张or公司希望如何被客户识别。源自组织的沟通广告或公共关系活动will attempt to provide a unique message of their offering to its customer segments. This is brand identity. As an organisation, they are responsible for creating a distinguished offer towards their customers. Brand identity includes the noticeable elements of trademark color, logo, name, symbols,标语和沟通(演示)。品牌认同的一个例子是可口可乐的“开放幸福”主题。
品牌身份是客户产品的第一印象。它将在客户心中创造精神和功能感知。这个洞察力将导致熟悉,并会区分产品。从客户的角度来看,公司的主张被转化为承诺。因此,品牌身份也可以归类为公司向客户的承诺。例如,借助可口可乐的“开放幸福”的标语,他们发送了一条信息,可以与朋友分享,并在渴望时会使任何时刻更快乐。
反映购买者愿望的独特品牌标识对于任何组织都很重要,因为它可以带来客户满意度,积极进取的员工,品牌忠诚度,增长和客户保留。良好的品牌标识将是可持续的,买家将能够通过公司的产品立即认出它。例如,红线的红色与可口可乐相关,这是全球最成功的品牌之一。
什么是品牌形象?
Brand image is客户对品牌的看法。它与客户将品牌与,在他们的脑海中。它可以是信念,推荐,向组织向其客户介绍的信息,或任何其他客户认为与品牌相关的人。品牌形象不一定是创造的;它是自动形成的。一些客户对品牌形成情感约束力。例如,尽管沃尔沃品牌的身份是安全,但在瑞典人的心中,这是一个爱国的象征。无论他们在世界各地,他们都想购买沃尔沃并展示他们的patriotism。
Brand image is the character of a company orthe promise that customer experiences, 和不是公司建议的。公司必须努力执行自己的诺言并将其始终如一地转化为客户体验。这将导致积极的品牌形象,使公司超出客户期望。如果公司在这方面取得成功,则可以保证其卓越。品牌形象应通过广告,包装,口口相传和其他促销工具等品牌传播来加强。
What is the difference between Brand Identity and Brand Image?
品牌是一个广泛的研究主题,在当前的企业世界中具有很高的意义。我们正在讨论的品牌的子集是品牌标识和品牌形象。它们主要源自品牌信息的单个位置。但是,表现和感知使这两个术语都区分了。我们将进一步研究两者之间的差异。
•Source:
•品牌标识是从公司开发的。
•品牌形象是从客户的角度看待产品的感知。
•Vision:
•品牌身份正在向前看或公司的未来愿景。这是公司产品的表达。
•Brand image is looking at past experiences and entrenched beliefs of the customer. It’s the impression of offer experience.
•Orientation:
•品牌身份从企业战略。因此,它具有战略取向。
•品牌形象面向感知。
•Action:
•Brand identity is active, where a company has the power to portray what they prefer and has the ability to change it. The influence rests with the company about brand identity.
•品牌形象是被动的,其中客户感知会自动形成。客户对自己的看法没有直接控制或影响,因为这是一种心理形象。
•消息组合:
•公司的品牌信息与品牌标识并列。
•Customer segregates the brand image for their understanding or absorption that is brand image.
We have been able to classify and differentiate brand identity and brand image. Simply, brand identity is what company presents itself about its products while, brand image is what customer perceives about the offering. So, the organisation’s message is brand identity while the consumer reception is brand image.
References:
- Kotler,T和Keller K.(2012)。市场营销管理。14e全球编辑,皮尔逊教育。
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