INFLUENCING FACTORSFORMATION OF A BRAND IMAGE

Abstract

Brand image is a set of associations that consumers perceive and believe in
certain products. Benefits of a positive brand image: (a) More consumers
makes purchases possible, (b) companies can develop product lines, (c)
family branding policies and branding leverage can be implemented. the
scope of a product's brand image: (a) service, (b) physical facilities, (c)
product and service quality, (d) reputation, (e) corporate identity, (f) value.
Characteristics of Brand Image, namely: (a) corporate image, (b) user
image, and (c) product image. Factors supporting the formation of brand
image are: (a) strength of brand associations, (b) Favorability of brand
associations, (c) Uniqueness of brand associations.