Building Brand Image: A Multi-Perspective Analysis

Nitin Kumar Saxena, Upinder Dhar

Abstract
The power and the impact of a strong brand image have extended to several areas other than the marketplace and consumer choice. In a market, overcrowded with brands, models and multiple options, how could one create a difference – this is the challenge faced by many companies across the globe. In a crowded category, it is useful to identify a benefit unexploited by the competitions. Owing to these reasons, the focus on brands and the importance of brand image is a growing trend amongst business owners and business managers. This is hardly surprising because a strong brand image is an asset for any business generating income and creating business value. This paper is the end-result of a crosssectional research and their strategic thrusts on various dimensions of building brand image in the marketplace. The paper highlights research when an organization uses industry image, corporate image, event sponsorships, online product reviews, green advertisement, celebrity endorsement along with functional benefits and other strategies for building brand image. However, the rules of building a brand image are not as simple as they look. It needs a more scientific application of strategic ideas corresponding to the segment and categories that the brand manager target to make brand image building a great success.

Key words: Brand Image, Customer Value, Functional Benefits, Image Fit, Online Review

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