Brand Image: meaning, strategies and examples of success

Above all, each brand is what the public perceives it to be and believes it to be. Consumer opinion is formed through experiences, communication and interactions with the brand, which influence its success in the market. This is the brand image, a concept that plays a decisive role in purchasing choices and in a company’s competitiveness in the market: it is influenced not only by advertising campaigns or logo design, but also by word of mouth, reviews and every point of contact between company and customer. A positive image strengthens trust, stimulates loyalty and makes a brand more competitive, while a negative perception can hinder growth and alienate the public. For this reason, building and maintaining a solid brand image requires a clear vision and a targeted strategy, from marketing to customer experience. So let’s explore what brand image is, what elements define it and how to optimize it to strengthen the relationship with consumers and stand out in the competitive landscape.

What is the brand image?

The brand image is the collective perception that the public has of a brand. It is the sum of perceptions, opinions and associations that consumers develop towards a brand, and it is built over time through direct and indirect experiences with the brand, influencing trust, loyalty and propensity to purchase.

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More than a simple reflection of advertising or corporate graphics, it is a complex result, influenced by word of mouth, the quality of the offer and the consistency between stated values and concrete actions.

Every point of contact contributes to shaping the brand image: from institutional communication to customer service, from digital marketing strategies to online reviews. A positive brand image makes a brand recognizable and credible, increasing the propensity to purchase, public loyalty and resistance to reputational crises. On the contrary, a negative perception can slow down growth, reduce customer confidence and make it more difficult to stand out from the competition.

Investing in brand image management is therefore a key element for any company: it allows you to create an emotional bond with the public, convey authority and consolidate your position in the market. Companies that manage to build a strong and coherent image enjoy a competitive advantage that translates into a greater ability to attract and retain customers in the long term.

What does brand image actually mean?

The brand image is not a concept imposed by the company, nor can it be controlled directly, because it is the result of the experiences and interactions that the public has with that brand over time. This perception derives from rational and emotional factors: concrete elements such as product quality, communication and the shopping experience are combined with more subjective aspects, such as the way the brand positions itself in relation to the values and expectations of the public.

And it’s not even static: it can evolve, strengthen or deteriorate based on company actions and market response, and every point of contact with the public, such as advertising campaigns, customer service, website or online reviews, contributes to strengthening or changing it.

A clear and consistent identity helps to stand out from competitors and to position itself effectively in the minds of consumers. In short, a brand that invests in its image and is perceived as solid and reliable benefits from greater recognition, can justify higher pricing and builds more lasting relationships with its audience. Conversely, an image perceived as weak or inconsistent makes it more difficult to attract and retain consumers, exposing the brand to greater vulnerability to competition.

The importance of this element also emerges in crisis situations: a company with a positive reputation will have a better chance of overcoming difficult moments without compromising its positioning, while a brand already perceived negatively risks seeing the effects of incorrect management amplified. Constant monitoring of the perception of your brand and investing in its development is therefore essential to obtain a competitive advantage and consolidate the value of the company over time.

Data and statistics on impact

These reflections make strong reference to neuromarketing and start from an assumption: consumers’ purchasing decisions do not depend exclusively on the functional characteristics of a product or service, but are strongly influenced by the public’s perception of the brand.

Numerous studies confirm that brands with a positive image actually obtain more sales conversions, better customer loyalty rates and more effective protection against the competition.

In particular, it may be useful to discover some significant data that demonstrates the direct impact of brand image on consumer choices:

• 77% of consumers choose a product based on brand recognition, prioritizing the brand over the technical characteristics of the product.
• 59% of customers prefer to buy from brands perceived as reliable, confirming the importance of corporate reputation in the decision-making phase.
• Brands with an excellent image can charge a premium price compared to less established competitors, as consumers are willing to pay more for brands that evoke quality and safety.

The effect of a well-managed brand image is not limited to its direct influence on sales: a brand with a positive perception benefits from higher engagement, greater customer loyalty and a greater ability to differentiate itself. A well-constructed image therefore becomes a strategic asset, contributing to long-term growth and strengthening the company’s position in the market.

Examples of brand image: the most famous cases

It may be useful at this point to read some examples of brands that have been able to consolidate a distinctive position in the public perception. Some brands have in fact built an image so strong and recognizable that they are immediately associated with certain values, emotions and expectations: their brand image is not only the result of well-thought-out marketing strategies, but is the result of a coherent combination of identity, communication and the real experience offered to consumers.

Let’s start with a sector that is well known to us. Despite its ups and downs, Google is more than a search engine: it is an icon of technological innovation, digital accessibility and the reliability of online services. The company has built its brand image on the ease of use and efficiency of its products, making Google synonymous with immediate access to information. What strengthens Google’s image is its ability to respond to the ever-changing needs of users, with increasingly advanced technologies and free tools that simplify everyday life, such as Maps, Gmail, Drive and AI applications. The focus on information transparency, security and integration between services has helped consolidate public trust and confidence, despite some critical moments related to the management of privacy and online advertising, as well as the quality of the answers shown in SERP.

Nike has built one of the most solid brand images in the world, based on concepts such as personal challenge and sporting success. The famous Just Do It is not just an advertising slogan, but a philosophy that inspires millions of people to overcome their limits, regardless of their athletic level or the discipline practiced. Through collaborations with iconic athletes and highly emotional advertising campaigns, Nike has been able to create a strong emotional bond with consumers, making them feel part of a movement that goes beyond sportswear. Its identity has been further strengthened by courageous social initiatives, such as the campaign with Colin Kaepernick, which showed the brand willing to take a clear stance on controversial issues.

Apple is not just a manufacturer of technological devices: it is a brand that embodies the concept of minimalist design, intuitive innovation and a sense of belonging. Its products are associated with a premium experience that emphasizes aesthetics, ease of use and perfect integration between hardware and software. Apple’s customer loyalty is among the highest in the technology sector, thanks to a strategy that focuses on the perception of exclusivity and continuous innovation. The launch of each new product becomes a global event, with users ready to identify with the brand as a symbol of creativity and status.

Few companies have been able to create a brand image as powerful as Disney. In perfect coherence with Jung’s archetype of the magician, the brand is associated with magic, dreams and adventures experienced across generations, with content ranging from childhood to adulthood. Through theme parks, iconic films and a user experience built on perfectly curated details, Disney has consolidated its perception as a company that offers unique and memorable moments. The use of storytelling has been fundamental: each Disney product tells a story capable of evoking deep emotions, further consolidating the connection with the public.

A more recent case is that of Tesla, which has transformed the very concept of mobility, positioning itself as a leader in sustainable innovation. Its brand image is linked to breaking the traditional mold of the automotive industry and creating a future in which renewable energy and autonomous driving are the norm. The company didn’t just sell electric cars, but built an aura of exclusivity and technological progress around itself. Communication aimed at a passionate community and the ability to challenge established industry standards have strengthened Tesla’s image as a revolutionary brand.

These examples show that brand image is not only built with a good advertising strategy, but also arises from a coherent interaction between the brand identity, the experiences it offers and the actions with which it positions itself in the market. A strong brand is one that manages to transform its message into a positively perceived identity in the long term, generating trust and creating authentic bonds with its audience.

How the brand image is made: main elements and components

From what has already been written, it is easy to see that brand image is complex and does not arise from a single factor, but from the interaction of several elements that contribute to shaping the perception of the brand over time. Visual identity, tone of voice, shopping experience, widespread opinion among consumers: every detail affects the construction of a coherent and recognizable image.

The elements that influence brand image can be divided into three macro-categories: visual, verbal and experiential. The visual aspects represent the immediately recognizable part of the brand, while verbal communication defines its character and identity. These are joined by the concrete experiences of customers, whose impact on the overall perception of the brand can be decisive, especially in the age of social media and online reviews.

• Visual aspects

Logo, colors, typography and packaging play a fundamental role in brand recognition. A coherent visual identity facilitates the immediate association between product and brand, allowing consumers to quickly identify it within the market. Attention to graphics and design is not only an aesthetic factor, but has a direct impact on the perception of quality and reliability of the brand.

• Verbal and communicative aspects

The tone of voice used in the various channels — advertising, social media, customer care — defines the personality of a brand and the way it communicates with the public. The consistency of the language helps consumers recognize the brand’s communication style and feel involved in its values. A clear and authentic message strengthens the bond with the public and contributes to the construction of a credible and distinctive image.

• Consumer experiences

Every interaction between the customer and the brand leaves an impression that contributes to defining the perceived image. Word of mouth, online reviews, the quality of the product or service and the effectiveness of customer support all have a significant impact. Over time, these experiences become part of the collective memory and influence the reputation of the brand, determining the purchase choice and the loyalty of consumers.

The types of brand image: what it can be

Each brand occupies a distinct position in the minds of consumers based on the perception it generates. We can broadly identify three types of brand image, each with different implications for positioning and business strategy.

• Positive brand image

A brand that is perceived as reliable, innovative or high quality benefits from a positive brand image. When consumers associate the brand with satisfying experiences and shared values, the propensity to purchase and to become loyal increases. A solid image also allows you to apply higher pricing strategies and to obtain a lasting competitive advantage.

• Negative brand image

Corporate scandals, disappointing shopping experiences or inconsistent communication can compromise a brand image. A negative perception can hinder growth, reduce public trust and make it necessary to strategically reposition the brand to regain credibility. If not managed promptly, a compromised brand image can cause a significant loss of customers and revenue.

• Neutral or weak brand image

Some brands struggle to stand out, resulting in them being perceived as anonymous by the public. This happens when the brand does not arouse particular emotional associations or when communication is not sufficiently incisive. A neutral image reduces consumer engagement and makes it more difficult to build a stable relationship with the public, forcing the company to invest more in branding strategies to stand out from the competition.

History, evolution and theories on the concept

The meaning of brand image has undergone profound transformations over time, evolving from a simple aesthetic representation of the brand to a central element of corporate strategy. In the early decades of the 20th century, branding focused on the creation of distinctive logos and the repetition of the company name to promote recognition. In this phase, the success of a brand was measured mainly on the basis of its visibility.

With the evolution of studies on consumer behavior, it emerged that brands are not only evaluated on the basis of their visual recognition, but also for the sensations, values and expectations they arouse. From the 1950s and 1960s, the focus shifted to the brand’s ability to create a connection with the public. This led to a more conscious management of the brand image, which is no longer limited to a logo and an advertising message, but includes the construction of a narrative, alignment with certain values and attention to the overall experience of consumers.

In an increasingly competitive market, brand image has naturally become a strategic tool for differentiating brands and consolidating their positioning. The growing influence of social media has further amplified the complexity of managing it: consumers actively participate in building the brand image through reviews, comments and user-generated content, making it necessary to constantly monitor public perception.

The theories of Kotler, Keller and Kapferer

The importance of brand image has been studied in depth over time by various scholars, who have highlighted its dynamics and influence on purchasing choices. Three of the most significant contributions come from Philip Kotler, Kevin Lane Keller and Jean-Noël Kapferer, who have offered complementary perspectives on the subject.

The American economist and academic Philip Kotler, considered one of the fathers of modern marketing, defined brand image as the result of the beliefs, emotions and impressions that consumers associate with a brand. According to his approach, in line with the evolution of global markets, brands don’t exist just because a company creates them, but because people recognize, appreciate and remember them.

One of the central aspects of Kotler’s thinking is the concept of “brand equity”, or the value deriving from the positive perception of the brand. A strong image generates trust, reduces the perceived risk in purchasing decisions and allows you to differentiate yourself from the competition. Companies must therefore invest in building their brand image not only with targeted marketing strategies, but also by ensuring consistency between the messages communicated and the actual consumer experience.

His compatriot Kevin Lane Keller, who specializes in branding and consumer behavior, has introduced a model based on brand image as a set of associations stored in the consumer’s mind. The central idea of Customer-Based Brand Equity is that people create links between a brand and specific characteristics, building a network of meanings that influence their perception. In this sense, brand image is the set of associations and meanings that a brand assumes in the memory of consumers.

These associations can be divided into three main categories:

1. Attributes of the brand – Concrete elements such as the logo, colors, slogans, marketing materials.
2. Benefits perceived – The value that the public attributes to the brand, both on a functional level (product performance) and an emotional level (status symbol, identification with the brand’s values).
3. General attitude – The overall feeling that the consumer has towards the brand, the result of all direct and indirect experiences with it.

According to Keller, companies must work to create positive, relevant and distinctive associations, because these are what determine the strength of the brand image and the influence of the brand on purchasing choices.

Kapferer’s Prism: a model for analyzing brand image

Jean-Noël Kapferer, a Frenchman, has developed one of the most in-depth models for understanding how a brand is built and perceived: the Kapferer Prism. Known for his strategic approach to brand building, Kapferer has developed a theory that analyzes the six key elements of brand identity and their impact on brand image, exploring the relationship between the identity that the company builds and the perception that consumers have of it.

Kapferer’s model divides brand identity into six components, distinguishing between aspects controlled by the company and aspects that emerge from interaction with the public:

1. Physique – The tangible and distinctive elements of the brand, such as the logo, color, packaging and general visual appearance.
2. Personality – The character of the brand, i.e. the tone of voice, communication style and values expressed through advertising and marketing.
3. Culture – The principles and beliefs that the brand represents, often linked to the brand’s origin and mission.
4. Relationship – The type of interaction that the brand creates with consumers, through customer service, communities and the post-purchase experience.
5. Reflection – The image of the target audience that the brand communicates, or how the brand represents its ideal type of customer.
6. Self-image – The way the consumer feels when they buy or use the brand (for example, those who choose a luxury car may perceive themselves as a successful person).

According to Kapferer, consistency between these six elements is essential for building a strong and recognizable brand identity. If the brand is communicated in a fragmented way, without a solid alignment between the messages and the actual experience, the image perceived by the public can be ambiguous or unclear.

The differences between brand image and other branding concepts

Remaining in the theoretical field, it may be useful to dwell for a moment on marketing language and other concepts related to brand management and perception that risk generating confusion or ambiguity. Although they are all interconnected elements, they represent distinct aspects of corporate identity and reputation, and understanding these differences is essential to develop effective strategies and align public perception with brand objectives.

Among the notions most frequently overlapping with brand image are brand identity and brand reputation. The first concerns the image that the company intends to communicate, while the second refers to the credibility and trust built up over time. These elements, if not well managed, can conflict with each other and generate inconsistencies in the perception of the brand.

• Brand Image vs Brand Identity

Let’s start with the two most “critical” aspects to distinguish.

The brand identity represents the identity designed by the company, that is the set of values, visual characteristics and messages that the brand chooses to communicate. It includes controllable elements such as the logo, the tone of voice, the company mission and the graphic identity, all strategically built to influence the public’s perception.

The brand image, on the other hand, is the result of how the public perceives and interprets these elements. It is formed through the comparison between the identity declared by the company and the real experiences of consumers with the brand.

If brand identity is what the brand wants to convey, brand image is how it is actually perceived.

This leads to the central aspect: a company can carefully define its identity, but its image will depend on the effectiveness of its communication strategies, the product it offers and its interactions with customers. If there is coherence between identity and image, the brand is recognizable and reliable. On the contrary, in case of discrepancy, misalignments and confusion can emerge, undermining credibility and public trust.

This distinction is also fundamental to understand how a brand can influence its image through targeted strategies, but cannot completely determine it: the final perception will always be the result of the experience and the relationship between the brand and its public.

• Brand Image vs Brand Reputation

Although brand image and brand reputation are both related to brand perception, they differ in their scope and in the way they are formed.

Brand image refers to the immediate impression that the public has of a brand and can be quickly influenced by individual events, advertising campaigns or direct interactions with the brand. It is a snapshot of public perception, formed by direct and indirect experiences, such as advertising, brand aesthetics, reviews and word of mouth.

On the other hand, brand reputation is the result of a longer and more in-depth construction process. It is not just the image perceived at a given moment, but the overall judgment that the public has developed over time. This judgment takes into account factors such as the quality of products or services, corporate transparency, crisis management, brand ethics and reliability demonstrated over time.

An isolated event can quickly change a brand image, but not necessarily the brand reputation: an established company with a strong reputation is also better able to respond to crisis situations. On the other hand, if the reputation is already compromised, any communication error risks aggravating the damage.

What is the purpose of brand image

Not just visual identity or positioning, but a real strategic asset that affects a company’s competitiveness: as we have said, an effective, coherent and recognizable brand image makes the brand more memorable and easily distinguishable in the competitive context, facilitating the creation of a lasting bond with consumers.

A brand that is well perceived not only attracts new customers, but strengthens the relationship with existing ones, creating a base of loyal users over time. The influence of a positive perception extends along the entire sales funnel: in the awareness phase, a strong brand image helps to capture attention and stand out from the competition; in the consideration phase, it helps to reduce doubts among consumers, encouraging them to make a purchase decision; finally, in the loyalty phase, a solid brand image increases positive word of mouth and transforms satisfied customers into brand ambassadors.

In addition to the relationship with the public, a positive brand image plays a decisive role in managing the reputation of the company. A solid and reliable perception allows you to face any crisis with greater success, reducing the negative effects due to isolated episodes. Finally, the strength of the brand image also affects internal company dynamics: employees and stakeholders are more motivated to collaborate with a brand that enjoys credibility and prestige.

What are the benefits of a strong perception

Going even deeper, a solid brand image translates into concrete advantages for the company, with direct impacts on sales, expansion strategy and public loyalty.

Among the main benefits we can mention:

• Greater loyalty

A brand that communicates authentic values and offers a satisfying experience generates stronger bonds with consumers. Those who perceive the brand positively tend to choose it repeatedly over the competition, reducing the risk of substitution and increasing customer retention.

• Higher profit margins

Consumers are often willing to pay a higher price for products associated with brands they consider reliable and of high quality. A company with a consolidated image can therefore justify a premium price, increasing profits without having to compete exclusively on cost.

• Easier launch of new products

A solid and positive perception allows new offers to be introduced with less resistance from the market. A brand that is highly regarded has greater credibility when it expands its range of products or services, reducing barriers to entry for new products and increasing the adoption rate of new launches.

How to build an effective brand image

But how can you achieve these results and positively establish yourself in the minds of consumers? As mentioned, brand image is not built spontaneously, but is the result of a well-defined strategy and the consistency with which the brand presents itself over time. A company must work on several levels to create a clear and recognizable image, aligned with its values and able to stand out in the minds of consumers. Every aspect, from communication to the relationship with the public, contributes to shaping the perception of the brand, making careful and conscious management essential.

Creating an effective brand image therefore means positioning oneself in a distinctive way, maintaining consistency between identity and perception, offering positive experiences and consolidating the brand’s reputation with concrete actions.

Identify a clear positioning and differentiate from competitors

Before building a strong image, a brand must define precisely who it is, what it represents and how it wants to be perceived by the public. This requires a clear positioning strategy that distinguishes it from its competitors and makes it immediately recognizable in its category.

A brand can’t address everyone indiscriminately: it must identify its target audience and choose a valuable territory on which to build its identity. Some brands focus on technological innovation, others on eco-sustainability, others on craftsmanship or affordability. The strength lies in differentiation: a brand with an indistinct image risks being confused or ignored by the market.

A common mistake is trying to adapt to every audience segment, compromising the consistency of communication. A well-defined positioning, on the other hand, allows the brand to occupy a precise position in the minds of consumers, making it more authoritative and competitive.

Define a visual identity and a consistent message across all channels

The visual impact of a brand is the first thing that captures the attention of the public and helps create familiarity and recognition. Elements such as the logo, colors, typography and graphic style must be consistent and used uniformly across all touchpoints.

However, communication is not only visual. The tone of voice and the brand message play an equally decisive role in building the brand image. Every interaction – from social media posts to customer care, from advertising materials to company emails – must convey a consistent identity.

A serious and institutional brand will use a formal and authoritative language, while a young and dynamic brand will adopt a more informal and engaging tone of voice. It’s not just about communication style, but about strengthening the brand’s personality in the eyes of the public.

Maintaining visual and communicative homogeneity on every platform strengthens the perception of the brand and consolidates its identity in the minds of consumers. A inconsistent image, with an unstable or contradictory communicative style, can confuse the public and weaken the relationship with the brand.

Creating positive experiences and valuable interactions to build customer loyalty

Brand image is not only built through advertising or the aesthetic aspect of the brand: it is the result of the concrete experiences that consumers have with the brand. From the first contact with the brand to the purchase and after-sales service, each phase of the interaction contributes to shaping the public’s perception of the brand.

A customer who receives a smooth and satisfying experience, both online and offline, will develop a positive perception of the brand and will be more inclined to recommend it. The opposite happens when consumers encounter difficulties in contacting the company, receive ineffective customer service or have a disappointing shopping experience.

Investing in the customer experience is therefore one of the most effective methods for consolidating a positive brand image:

• Responsive and attentive customer service strengthens trust in the brand.
• A well-designed user interface in digital channels simplifies interaction and improves the experience.
• Exclusive promotions, valuable content and loyalty programs increase engagement with the brand.
• Word of mouth and positive customer reviews act as natural amplifiers of brand perception.

Companies that invest in authentic relationships with consumers gain a concrete competitive advantage, transforming a single interaction into a long-term bond.

Strengthen brand reputation with concrete and transparent actions

An effective brand image cannot be based solely on statements of intent: the public evaluates brands based on the real actions they take. A discrepancy between stated promises and actual behavior can seriously undermine the credibility of the brand.

If a company claims to be sustainable but does not adopt concrete practices in favor of the environment, the public perception will be negative. If a brand presents itself as close to its customers but offers a poor service or responds superficially to reports, its brand image will suffer.

To strengthen the credibility and trust of the public, it is essential to adopt practices that are transparent and consistent with the image you want to convey. Some effective strategies include:

• Clear and verifiable communication: every message from the brand must be supported by real actions.
• Learn from mistakes: recognize any critical issues in the way the brand is perceived and take action to correct them.
• Commit to concrete causes: supporting worthwhile initiatives consistent with your positioning helps strengthen public esteem.
• Direct relationship with consumers: interacting with customers and showing interest in their needs improves brand perception.

How to measure brand image

Now that we’ve established the theoretical basis and the first practical steps to take, there’s still one question to be addressed: how can we “know” what the public’s perception of the brand is?

We’ve said that brand image is not a static or subjective element, but it can still be monitored through concrete data that allows us to understand the level reached in people’s minds. It is not enough to evaluate general impressions or rely on intuition: to get an accurate picture it is necessary to collect information from multiple sources, combining qualitative and quantitative analysis and using brand awareness and affinity metrics to assess the brand’s notoriety and the level of emotional connection with the public.

Using specific tools and methodologies, it is possible to trace trends, identify communication gaps and, if necessary, correct strategies to strengthen the brand image in the market. Measuring brand image helps companies identify strengths and areas for improvement, verifying if the public’s actual perception is aligned with the identity that the brand wants to convey.

Analyzing social and digital data to evaluate mentions, engagement and sentiment

Social media and digital platforms offer an enormous amount of useful data for monitoring brand image in real time. A brand is constantly mentioned in posts, comments, reviews and online articles, generating a flow of information that can be analyzed using social listening tools.

Sentiment analysis allows you to evaluate the general tone of the mentions related to the brand: positive, neutral or negative. By monitoring the language used by users when they talk about a brand, you can identify emerging trends or reputational issues before they become critical.

The main indicators to keep an eye on include:

• Volume of mentions – How many times the brand is mentioned on social and digital platforms.
• Engagement and interactions – The frequency of likes, comments, shares and discussions generated by the brand.
• Quality of conversations – The tone and content of messages associated with the brand, assessing whether they reflect the desired identity.

Tools such as Google Alerts, Brandwatch, Sprout Social and Talkwalker allow you to collect this data and provide insights into trends in brand perception in the digital universe.

Surveys and focus groups to gather detailed opinions from the target audience

Quantitative data such as mentions and sentiment help to understand the general perception of the brand, but to delve deeper into the reasons behind these opinions it is necessary to collect direct feedback from consumers.

Surveys and focus groups are essential tools for measuring brand image through the voice of the target audience. Market surveys can be conducted online, via email or dedicated platforms, and include targeted questions about brand perception, its values and its positioning compared to competitors.

Some key aspects to evaluate in these surveys include:

• What emotions and values the public associates with the brand.
• To what extent the brand is perceived as reliable and consistent.
• The public’s expectations and the level of satisfaction with their experiences with the brand.

Focus groups, on the other hand, allow us to explore these dynamics in depth in a qualitative way, gathering more nuanced insights into why a brand is perceived in a certain way. Direct discussions with small groups of consumers can bring out strategic details that often escape numerical analysis alone.

Net Promoter Score (NPS) to monitor loyalty and advocacy

The Net Promoter Score (NPS) is one of the most widely used tools for measuring brand loyalty and advocacy. It is based on a single key question asked to customers:

“On a scale of 0 to 10, how likely are you to recommend our brand to a friend or colleague?”

Based on the answers collected, the public is divided into three categories:

• Promoters (score 9-10): loyal and satisfied customers, ready to recommend the brand to others.
• Passives (score 7-8): satisfied but not particularly involved or loyal.
• Detractors (score 0-6): dissatisfied customers, who could generate negative word of mouth.

The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters, obtaining a clear measure of the level of customer loyalty. A high NPS indicates a strong brand image, where the experience and perception of the brand are aligned with consumer expectations. If the score is low, it means that the public perception is weak or problematic, making it necessary to take strategic action to improve the brand image.

Comparison with competitors to understand how the brand is positioned in the market

An analysis of the brand image cannot ignore an analysis of the main direct competitors: understanding how the public perceives your brand compared to competing brands allows you to evaluate strengths and areas for improvement.

The comparative analysis of the brand positioning can be carried out using different tools, including:

• Reputational benchmarking, comparing reviews and brand awareness with competitors.
• Keyword analysis and share of voice, to measure the brand’s presence in search results and on social media compared to competitors.
• Comparative surveys, asking consumers directly to express their opinion on the perception of different brands in the sector.

The result of this analysis helps identify the levers to work on to increase brand image, differentiate more clearly and strengthen the competitive advantage on the market.

Strategies to improve brand image

Even if we don’t have direct control over it, the “value” of perception can be improved over time through targeted strategies. However, to strengthen the image, we need to work on several fronts, such as communication, customer experience management, consistency of messages and the ability to respond to critical situations.

One of the fundamental aspects is the construction of an authentic narrative that transmits the value of the brand and allows consumers to create a bond with it. At the same time, it is essential to carefully monitor the perception of the brand, intervening quickly in case of misunderstandings or reputation crises.

Improving brand image also means ensuring that the company’s promises are in line with reality. A brand that communicates certain values must demonstrate consistency in its actions, from sustainability policies to after-sales service. Only in this way is it possible to develop a solid and lasting perception in the market.

Building an effective narrative

A brand with a strong identity doesn’t just describe its product, but tells a story that involves the public and makes them part of its universe of values. Brand storytelling is one of the most effective techniques for creating emotional connections and increasing engagement, differentiating the brand from the competition.

A well-constructed narrative is based on a few key elements:

• Authenticity – People are loyal to brands they perceive as genuine and reliable. Real testimonials, direct experiences and transparent communication help strengthen this relationship.
• Consistency – The brand narrative must be supported at every point of contact with the public, from advertising to customer service, so that the perceived image remains clear and solid.
• Emotional engagement – Consumers are not only interested in what a brand sells, but also in what it stands for. Campaigns that generate emotions or reflect shared values have a greater influence on brand perception.

An effective example of well-structured storytelling is represented by brands that use social causes or universal values to strengthen their identity. A company that demonstrates a commitment to sustainability, for example, should not limit itself to declaring its support for the environment, but should concretely communicate the actions it has taken to reduce its impact.

Reputational crisis management

We’ve said it before and we know it: even the most established brands can find themselves facing situations that threaten their image. A single communication error, ineffective customer service management or a negative episode amplified by social media can quickly turn into a reputational crisis.

Dealing with a crisis in the right way means being transparent, timely and effective in communication to restore public trust, and there are some fundamental principles for managing these situations:

• Admitting mistakes and being transparent – Ignoring a problem or trying to minimize it can worsen the perception of the brand.
• Acknowledging any shortcomings and explaining the corrective actions taken helps maintain credibility.
• Immediate and direct communication – In the digital context, information spreads quickly. A brand must be ready to respond clearly and consistently to doubts and criticisms, avoiding ambiguities that could fuel further mistrust.
• Concrete action to solve the problem – Words alone are not enough. If a company wants to improve its image, it must demonstrate its commitment with tangible actions, such as improving customer service, changing business practices or offering solutions to dissatisfied consumers.

A company that manages a crisis effectively can even strengthen its brand image, demonstrating reliability and responsibility. An emblematic case is that of brands that, after a product recall or a media controversy, manage to rebuild their reputation thanks to a prompt response consistent with their stated values.

Brand image: FAQs and main concerns

Building and managing a solid brand image is one of the main challenges for any company. We have seen how brand perception influences consumer confidence, the perceived value of products and market position. Investing in brand image allows you to differentiate yourself from the competition, strengthen your relationship with the public and ensure more stable and lasting growth.

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However, brand image is not a fixed parameter: it can evolve over time based on the strategies adopted, customer experiences and the impact of corporate communications. Constantly monitoring public perception and adapting the strategy to market trends is essential to maintain a consistent and positive image. In conclusion, we answer the most frequently asked questions about brand image, with practical ideas for evaluating, improving and making the most of it.

1. What is brand image?

Brand image is the sum of perceptions, emotions and associations that consumers attribute to a brand. It’s not about what the company claims to be, but how it is perceived by the public. This image is built through communication, direct experiences, reputation and interactions with the brand.

2. What is the difference between brand image and brand identity?

Brand identity is what a company designs and communicates: logo, tone of voice, mission, values. Brand image, on the other hand, is the way consumers perceive the brand, influenced by experiences, reputation and real interactions. The goal of a brand is to make its identity and image as aligned as possible.

3. What is the difference between a logo and a brand?

The logo is a graphic element that visually represents a brand; it is part of the brand identity and is a recognizable symbol of the brand. The brand image, on the other hand, concerns the overall perception that the public has of the brand and includes emotions, values and expectations. A logo can contribute to the brand image, but it does not determine it on its own.

4. What is the brand image for?

Brand image is essential to define the way a brand is perceived by the public and to influence consumer behavior. A clear and recognizable image helps differentiate the brand from its competitors, strengthening its identity and reputation in the market. In addition to promoting brand recognition and recall, a well-constructed brand image improves the level of emotional involvement of the public, stimulating a deeper connection with the brand. A positive perception generates greater trust in the products and services offered, reduces indecision in the purchasing process and increases the propensity for customer loyalty. From a business point of view, a solid brand image facilitates expansion into new markets and diversification of the offer, since the brand is already perceived as reliable and consistent.

5. What are the benefits of a strong brand image?

A brand with a positive brand image obtains concrete advantages on several levels. First of all, it improves customer loyalty, as customers tend to remain faithful to brands with which they identify or in which they trust. It also influences the perception of value: consumers are often willing to pay a higher price for products associated with brands with a consolidated image. Another strategic aspect is the ease of expansion: brands with a good reputation face fewer obstacles when launching new products or entering new markets, as they already enjoy credibility and recognition.

6. Why should SMEs invest in their brand image?

Many believe that building a brand image is the prerogative of large companies, but in reality it is crucial for SMEs too. A small brand with a strong and well-perceived identity can differentiate itself from competitors and attract customers without having to compete solely on price. Furthermore, a good image facilitates customer loyalty, reducing customer acquisition costs and favoring positive word of mouth. Thanks to digital technology, it is also possible to manage one’s image with accessible tools, taking advantage of social media, content marketing and relationships with the local community.

7. How does brand image affect conversions and the sales funnel?

A recognized and positively perceived brand facilitates all stages of the sales funnel. Immediate trust in a well-positioned brand reduces uncertainty in consumers, increasing the likelihood of conversion. The loyalty phase is also more effective: satisfied customers are more inclined to make repeat purchases and recommend the brand to others.

8. How can a brand differentiate itself through its brand image?

Brand image is a key tool for differentiation in the market. Focusing on distinctive values, building an authentic narrative and guaranteeing a unique customer experience are effective strategies for standing out from the competition. Brands that manage to convey a clear and coherent identity are more recognizable and memorable in the long term.

9. What can brand image be like?

Brand image can take on different characteristics depending on the public’s perception and the company strategies adopted. If positive, the brand is associated with solid values, quality and satisfying experiences, increasing public trust. If negative, the company risks facing difficulties in gaining customer loyalty and attracting new market segments. There is also the case of a neutral or weak brand image, when the brand does not arouse particular associations in the minds of consumers and risks being irrelevant compared to the competition.

10. What are the five fundamental elements of brand image?

Brand image is built through various elements that, combined together, define the public’s perception of a brand.

• Visual identity – Logo, colors, packaging and design that make the brand recognizable.
• Brand personality – The tone of voice and the way it communicates with the public.
• Cognitive associations – Values, ideas and emotions that consumers associate with the brand.
• Consumer experience – The quality of interaction with the brand, from the first post-sale contact.
• Reputation and word of mouth – The general opinion that the public has of the brand over time.

11. How do you create an effective brand image?

Building an effective brand image requires consistency between identity, communication and the experience offered to consumers. A brand must establish a clear positioning, differentiate itself from competitors and maintain a well-defined message on all communication channels. Every interaction with the public contributes to the consolidation of the perceived image, therefore it is essential to guarantee positive experiences and authentically transmit the company values. Furthermore, it is important to monitor the public’s perception in order to quickly intervene in case of any discrepancies between the desired image and the real image.

12. How do you measure a company’s brand image?

Brand image analysis involves both qualitative and quantitative methods. Companies can collect direct feedback through surveys, focus groups and customer interviews. In addition to explicit perceptions, analyzing online mentions and sentiment on social media provides real-time indicators of how the brand is perceived in public discussion. Tools such as the Net Promoter Score (NPS) and review analysis help measure the degree of trust and satisfaction associated with the brand.

13. What tools can help monitor the perception of a brand?

There are various technologies available to track and analyze brand image. Google Alerts, Brandwatch and Talkwalker allow you to monitor mentions of the brand on the web, while social listening platforms such as Sprout Social and Hootsuite help you better understand sentiment on social media. Analyzing customer reviews on e-commerce platforms or industry websites also offers valuable insights into brand perception.

14. What role does social media marketing play in building a brand image?

Social media is one of the main tools available today for influencing and shaping a brand image, as it provides a direct point of contact with the audience. Through shared content, interactions with users and community management, a company can build authenticity, transparency and closeness to its audience and manage its reputation in real time. A strategic use of social media and active interaction – replying to comments, managing reports and offering engaging experiences – strengthens brand perception and brings it closer to the community.

15. How does customer service affect brand image?

The customer experience is a determining factor for a brand’s image. An effective customer service that is attentive to the needs of the user can transform a negative interaction into an opportunity to consolidate trust. Quick responses, personalized assistance and a problem-solving approach contribute to creating a positive brand image.

16. What is the relationship between marketing and brand image?

Marketing plays a key role in shaping brand image, as it allows the brand message to be conveyed to the public through various channels. A well-structured strategy uses storytelling, targeted advertising and social media activities to strengthen the brand identity and consolidate its perception. The key is to build campaigns that are consistent with the brand’s values, avoiding strategies that may be misaligned or unclear.

17. What are the two elements that connect communication and brand image?

Brand image is formed through the way the brand communicates and the experience the public has with it. Two fundamental elements connect communication and brand image:

• Consistency of the message – Every aspect, from advertising to customer care, must convey the same values and the same personality.
• Positive user experience – Every interaction that the consumer has with the brand reinforces or modifies the overall perception of the brand.

The consistency between the messages conveyed and the brand’s real actions is what allows it to consolidate consumer trust. In particular, the tone of voice used in interactions with the public contributes to defining the personality of the brand, and the customer experience transforms every contact with the brand into an opportunity to strengthen or modify its perception.

18. What are the best-known examples of brand image?

Numerous brands have succeeded in building a clear and distinctive brand image, becoming success stories in their sector. Apple is synonymous with innovation and exclusive design, while Nike has made the concept of determination and performance an integral part of its identity. Patagonia is perceived as an ethical and sustainable brand because it puts its environmental commitment into practice, and Tesla is associated with electric mobility and the technological revolution in the automotive sector. Every successful brand has built its image on distinctive elements that are reflected in every aspect of the customer experience.

19. How long does it take to build a solid brand image?

There is no standard time, as the construction of the brand image depends on factors such as the quality of communication, the customer experience and the consistency of the message over time. Emerging brands can achieve a clear perception in a few years, while for established companies the image develops and strengthens in the long term through constant strategic choices.

20. What can be done if a company’s brand image is unclear or inconsistent?

If a brand fails to position itself clearly in the perception of consumers, it is necessary to strategically review the communication and the overall customer experience. Analyzing competitors, gathering feedback and redefining the corporate message help to give greater consistency and recognizability to the perceived image.

21. Can a negative brand image be recovered?

Yes, but it takes a long process and a well-defined strategic approach. The first step is to identify the causes of the negative perception, which can stem from disappointing customer experiences, inconsistent communication or poorly managed critical events. Once the problems have been identified, the company must adopt repositioning strategies, improving its practices, investing in more transparent communication and responding adequately to the needs of the public. Transparency is essential: the company must recognize any mistakes and demonstrate a commitment to improvement. Clearly communicating corrective actions and taking concrete measures to restore trust helps reposition the company in the public’s perception.

22. How do you measure a company’s brand image?

Brand image can be measured through qualitative and quantitative analysis tools. Customer surveys and interviews allow you to collect direct feedback, while sentiment analysis on social media and online reviews help you understand how the brand is perceived in the public debate. Loyalty indicators (such as the Net Promoter Score) and comparisons with competitors can also provide useful data to evaluate the strengths and weaknesses of the brand image.

23. What mistakes damage brand image?

One of the main mistakes is a lack of consistency between what the brand communicates and what it actually offers. Other damaging factors include superficial crisis management, ineffective customer service, broken promises and overly aggressive or confusing communication. Regularly monitoring brand perception helps avoid image damage that is difficult to recover.

24. Can employees influence the brand image?

Yes, the behavior and involvement of employees have a direct impact on the perception of the brand. Internal ambassadors, who speak positively about the brand and share its values, help to strengthen its image, while dissatisfied employees or those not aligned with the company mission can damage it. Creating a positive internal culture and involving staff in corporate communication is an effective strategy for enhancing brand image.