By Gaurav Pradhan
Brand, as we know is the most important point of impression that gets fit in the minds of the consumers. Each Brand is perceived differently by the consumers because of their different attributes. These attributes come up due to various points of interaction of consumer with the brand. Those interactions are called Brand Associations which lead perceptions which reside in consumer memory.
Brand Image is defined as those emotional and reasoned perceptions which consumers attribute to specific brands because of their various brand associations.
So how important is it for the Marketers to create a Brand for their product ?
Answer is – Very Important. If the Brand Image is low, it directly impacts to the consumer perceptions which results in loss of sales. Companies have even ruled out products due to their depleted Brand Image.
Brand Associations lead to Brand Image, Brand Attitude & Perceived Quality.
Brand Attitude is consumer’s overall evaluation of a brand – whether is it good or bad. This is a component which affects consumer’s purchase behavior.
Perceived Quality is the consumer’s judgment related to a Brand’s excellence or superiority. This component if positive can command Price Premium, which is an advantage for the Brand.
How Marketer should build a Brand with Social Media ?
Social Media, present day has unparallel reach, and it is also growing fast. Many people interact with each other through various Social Media platforms. Companies can reach out to people with through Social Media, letting the people interact with the Brand.
This can be done in following ways:
Create a Buzz
Companies can create an online buzz like a Facebook Page or a Twitter hashtag, promote it to various media channels like Newspaper, TV, Internet, Mobile Messages. This will spread the buzz and awareness among the people. It can also be a trigger for people to interact through those platforms using the handles.
Company can show its creativity by adding new and innovative updates related to features, utility and experience of the products. This will add up to the brand attitude.
Tell A Story
Brands exist with the myths around. A story describing the brand creates the interest and recall for the brand. This can be a powerful way of establishing connect between Customer’s Self-Image and Brand Image.
Building Online Community
Creating online community is a stepping stone of building a culture. Making people come under the umbrella of brand. This will create a feeling of family among the users when they start interacting having a common point of parity- being connected to the brand. This will lead to more content for company to analyze positioning, image, expectations and delivery of value.
Encourage Grievance Feedback Online
Online Feedback can be an easy way of getting complaints/ grievances from your customers. Educate customers about your online grievance feedback program and encourage them to use it freely. This will reduce the negative publicity of your brand in other social media websites , and will help in maintaining healthy relationship with customers.
Following these steps will provide a considerable change to the Brand Image.
But the main question is – How many companies are willing to do it?
(Author is a Management student of IIM Bangalore having an experience in Manufacturing Industry, Follow On Twitter @GauravToYou)
— Social Media Trend (@SocialMTrndInd) October 17, 2014
Shopping Goes A Level Up : Purchase on Social Media – Social Media Trend – http://www.socialmediatrend.in/marketing/shopping-goes-a-level-up-purchase-on-social-media/
What is Social Media Marketing – Social Media Trend – http://www.socialmediatrend.in/marketing/what-is-social-media-marketing/
Social Media Advertising : Why Companies are focusing on Social Media – Social Media Trend – http://www.socialmediatrend.in/marketing/social-media-advertising-why-companies-are-focussing-on-social-media/