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Brand image

Posted by Dean Power on 23 September 2011 | 0 Comments

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The impact of the media on your brand image.

Your brand image is how the market perceives you, it is built up over time and once your audience has a perception of your brand, it can be hard to change it! Think about Volvo and our perception of their cars being boring family cars, or more severely, Super Butcher’s reputation of being unfair to animals, Nike’s alleged use of third world sweatshops, and now Tiger Airlines brand image of being an unsafe airline. Once a brand has developed a reputation, often fuelled by media coverage, it’s very difficult and takes time and money to change. People have long memories!

We must protect our brand image at all cost. The media can be a friend or foe! One way to mitigate anything that happens that may have a negative impact on your brand image is to pre-empt potential stories in the press by sending out a media release explaining what is really going on and the brands intention.

Brand image is directly linked to the customer experience; this is what authenticates the brand image. If a potential customer receives clear messages through your marketing communications and brand identity, then hears or reads something in the media that supports that message, the clincher is when their experience of the product or service exactly matches what they have read and heard.

brand imageThink about some brands who have done this well. The Audi Coupe was marketed with the following message “The Audi A5 Coupé changes the way you see and the way you drive: perfect bends in design and asphalt. Superior elegance and impressive efficiency.” Then Audi won car of the year 2011 – Drive magazine. The customer experience of the drive then backs up the brand image; the drive endorsed by Jeremy Clarkson of Top Gear says it all.

Think how Apple's brand image was represented in the design of the iPod touch, espoused in the media hype of the launch and backed up by the customer experience of the "The world's most popular music player". A great brand image is what we all work towards, it takes time to develop, but very little time to destroy. Protect it!

 

 

 

 


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