The brand gives the customer an expectation that when they purchase the product or service they are dealing with a reputable organisation that will support the product sold. This type of image is valuable in the world of marketing.
The brand can be looked on as a type of mental image which is conjured up in the mind of a customer when they are exposed to a particular product or company’s name. If you think in terms of the images conjured in your mind with; “Microsoft”, “All Blacks”, “Walt Disney”, “Mercedes”, “Coca Cola”, etc you will see what we mean.
The images brought to mind convey a variety of different impressions and values, including quality, reliability, value for money, satisfaction, and uniqueness. These business sentiments testify to the value of a brand.
It is no wonder that companies, such as those above, spend millions of dollars annually to develop, maintain and protect their brands.
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