Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication

Wijaya, Bambang Sukma (2013) Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Managemrnt, Vol.05 (31). pp. 55-65. ISSN 2222-1905

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Currently almost all products have the brand, and all companies strive to develop and maintain their brand reputation. Brand is a mark left on the minds and hearts of consumers, which creates a specific sense of meaning and feeling. Thus, brand is more than just a logo, name, symbol, trademark, or label attached to a product. Using theoretical review and self-reflectivity method, this conceptual paper aims to review the dimensions of brand image as one stage in the hierarchy of branding or brand communications, so it can be a guide for future studies related to the brand image. Brand image plays an important role in the development of a brand because the brand image associated with the reputation and credibility of the brand which later become the ‘guideline’ for the consumer audience to try and use a product or service then creating a particular experience that will determine whether the consumer will be into brand loyalist, or simply an opportunist (easy to switch to another brand). The dimensions of brand image in this study include brand identity, brand personality, brand association, brand behavior & attitude, and brand competence & benefit.

Item Type: Article
Uncontrolled Keywords: dimensions of brand image, brand communication, hierarchy of branding, brand development
Subjects: Marketing > Branding (Marketing)
Marketing > Commercial Products
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Ali Syahbana
Date Deposited: 27 Jul 2016 09:34
Last Modified: 27 Jul 2016 09:34
URI: https://repository.bakrie.ac.id/id/eprint/153

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