Are expansive clothing brands really high quality

Definition: brand image

Building a strong, clearly recognizable brand image helps cultivate closer relationships with a brand's customers and achieve higher brand value. Especially in the digital age, where competition for consumer attention is fierce, a brand personality can make all the difference in differentiating yourself from the competition.

Companies are increasingly hiring brand managers to establish a brand image that appeals to the target group and at the same time communicates the brand identity consistently across all customer contact points - both online and offline.

Here are some of the reasons companies should invest in maintaining and improving their brand image:

  • Customers are willing to pay a higher price if they are in line with a brand's image: While we all like to believe that we make purchasing decisions based on rational reasons, this is not really reflected in reality. For example, Apple is one of the most recognized brands in the world, not just because they make great products, but because their unique, unconventional, and emotional branding has enabled them to build a loyal following.
  • Customers remember you: We're all visual creatures, and recognizable logos and color palettes can be remembered long after a customer drives past your latest marketing ad
  • It builds credibility and consumer confidence: We like what we know. By building a brand that consumers can easily recognize and experience with, there is a good chance that they will remain loyal to that brand.
  • It helps you stand out from the competition: Brands have to compete on the same marketing channels with the same technologies and often the same marketing tactics. If your product and sales pitches are interchangeable from one competitor to the next, your brand image can be the deciding factor in your purchase

Would you like tips on how to build a culturally relevant brand image that your target group will remember? Read our guide: Global brand building: How to be more than just a commodity.