BRAND PERSONALITY

Business practitioners have identified three components of a brand image: attributes, consequences and brand personality. Brand image is more comprehensive than brand personality. Brand image consists of all the associations that a consumer has for that brand. These associations include all the feelings, thoughts, and imagery including colours, sounds or smalls that are cognitively connected to that brand in the memory of the consumer. McDonald’s could be connected to a character such as Ronald McDonald, a young teenager, having a liking for fun, having a life style. 

BRAND IMAGE

Business practitioners and management experts have explained the term ‘Brand image’ in a somewhat courtly gentleman fashion. Brand calls up feeling of images and perceptions-particularly of style, modernity, class, quality and so on. One can think of Pepsi, Nike, Coke, Nestle, Parker, Raymonds, Adidas, Apple, Rolex, Revlon, Mactintosh, Sony, Google, Philips, Panasonic and we can foretell  such brand would be immediately recognized by majority of persons. A brand image dwells not so much in the product itself but in the mind of the consumer. Really, they are imagined benefits and reflect expectations, beliefs and attitudes surrounding a brand.

BRAND IDENTITY

The concept of brand identity includes three main tasks:

1.      The brand identity system

2.      The brand identity implementation system, and

3.      The strategic brand analysis

BRAND MANAGEMENT

Since classical Greek times branding in one or the other form has been used at least to differentiate products of the same kind having little difference between the brand and the company; typically the brand and the name of the company were the one and the same.