What Is the concept of brand Image?

The brand image that a brand will create in the eyes of the consumer or user is seen as the whole of the elements that include a major event that will affect the brand or institution from its existence to its growth scale. For this reason, brands carry out a series of studies to ensure that the perception that the brand wants to tell or create is compatible with the brand before stepping into the market.

The concept of brand image is an important concept used to express consumers' satisfaction levels and brand perceptions. The image of the brand in the eyes of the consumer or user is directly affected by the existence of a company or institution. For this reason, today, institutions are working to make their brand images clear.

Brand personality is a concept that has emerged due to the similarities of brands to each other, and it is the transfer of individual characteristics to brands. Examples of this might be friendly, formal, or trustworthy responses. This concept, which has emerged due to the fact that brands are in search of differentiation, changes and strengthens the communication of brands with their target audience.

The concept of brand image refers to how consumers actually view the brand. The subject of the brand image is how the communication language, which is obtained through works such as slogans, logos and visuals, is perceived from the consumer's point of view.

While creating a brand personality, the target audience, the characteristics, needs and expectations of this audience should be analyzed well. There are similar approaches for brands, just as we establish closer relationships with individuals we resemble in daily life. In this direction, brand personality should be established with a similar approach. When the targeted audience comes together with the brand, they should see themselves close and even feel similarities. With this approach model, the bond between the consumer and the brand will be strengthened and it will be easier for the brand to reach its goals.

Of course, the brand personality should be in harmony with the target audience, as well as overlapping with the corporate values. Apart from this, it should be identified with other elements of the brand.

Corporate brand image is an important element that expresses how companies are perceived from the outside. Corporate reputation management includes many direct and indirect effects that can affect all balances between the company's survival and growth. Due to these effects, companies and businesses carry out very serious studies on brand image.

On the basis of corporate image; Before selling the product or service, it is possible to leave the desired perception in the mind of the buyer, that is, the consumer, in the right way. The fact that the perception formed in the consumer is similar to the brand image is the main desired point in brand image studies.

Brand image and brand identity are different definitions. Therefore, it is important to know this distinction. Brand identity includes extensive studies of how the brand wants to be seen. Logo, slogan and visual works and effective communication language are carefully studied here. On the other hand, brand image is studied on how consumers see the brand. Apart from the logo, the slogan, it carries out studies on how the visual and communication language appears and will appear in the eyes of the consumer.

Brands need elements that can take place under two components, intangible and tangible, in order to stay in the minds of consumers and to create the right corporate image. Of these; concrete components; product or service sales, discount sales, marketing efforts include communication language, logo, packaging and employees. Abstract elements; It includes the personnel working in the institution, environmental policies, corporate culture and the position of the country.

Brand strategy includes advertisement, content, slogan and logo works made in order to increase the value that a brand has created and will create in the eyes of its potential customers, and to increase the perception of trust and quality. Today, brands that have stepped into the sector and are taking firm steps forward, while preparing their brand advertisements and digital marketing strategies, invest mainly in their brand instead of focusing on studies to increase their sales.

Brand Strategy is basically long-term plans, not short-term, that describe, promote and promote the brand. All these strategies vary according to the needs and perceptions of consumers, the strategies of competitors and the evolution of digital brand management life. A well-planned brand strategy directly and indirectly affects all areas of the brand.

There are multiple factors that determine the image of a brand. These affect the perception of the brand as a whole in the eyes of consumers. These elements are;

•   The image created by preparing social shares with advertising works
•   The message it gives to the audience with the contents of the website
•   Campaigns, sweepstakes, offers and promotions
•   The way of communication with consumers and communication channels
•   The perception of consumers about the brand and their view
•   Work to be done to stand out and make a difference in the race competitors

It is known as the factors that affect the brand image. When the necessary and realistic 

studies are carried out for the sector compatible with the brand on these above-mentioned elements, the image of the brand in the eyes of the consumer will be solid. However, the brand image is a label for the brand and the importance of doing the right studies should not be overlooked. It should also be known that companies and institutions that make wrong branding work must do very serious work to erase the wrong perception created in the eyes of customers and consumers, and in general, the old image cannot be recovered. For this reason, the right work is of great importance for the brand and corporate presence.

In addition to the creation of the current brand image, the improvement of the brand image is among the studies carried out today. But building a brand image is more responsive than improving an existing brand image. At this stage, the state of the old image is seen as an important factor that will affect the answer of the study. If the image of the brand is not good, it may not always be possible to restore the brand, no matter how good the image studies are. In this direction, when it is asked how to improve a brand image;

•   Creating a brand identity
•   Broadcasting the brand message across multiple platforms
•   Being consistent in marketing and advertising
•   Not breaking ties with the customer
•   Increasing the quality of customer support
•   Correcting the shortcomings to get positive comments

There will be a few corrections that the institution or company can make to itself to improve the current brand image. If the current correction works help to correct the negative image of the brand and to attract it to the positive field, the stability achieved should be continued without deterioration. However, it is not necessary to have a bad perception in order to improve the brand image. Brands' desire for improvement in their current progress, targeting growth within the sector and making a corporate breakthrough will be sufficient reasons for them to have brand image studies done. Again, institutions or companies that have this type of branding work should continue on the issues they have consistently improved when they see growth. The reason for this is the fact that the brands added to the increasing and diversifying market network will always keep the competitive environment alive.