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Unit 6: Products, Services and Brands

6.3.3 Brand Image Notes

Brand image is the key concept intervening between the brand and its equity. It is the driver of
brand equity. The image of a brand can adjust brand value upwards or downwards. When the
coconut oil is ‘Parachute’, its value automatically increases. This shift is the result of brand name.
The name adds visual and verbal dimensions in consumer’s mind and acts as intervening variable
moving the value upwards.

Example: The name Rolex, or Omega add radical value to the product. A customer who
is not familiar with brands like Rolex or Omega will most probably assess the value of these
brands as just another watch (a product) because these brands mean nothing to her/him.
In such a case, these brands are unlikely to alter value because there is no intervening variable
between the brands and their valuation.
A brand exists as a complex network of associations in a consumer’s mind. Alexander L. Biel
proposed that types of brand associations can be hard and soft and brand sub-images consist of
three elements: image of provider, image of product, and image of user.
Hard Associations: Hard associations include consumer’s perceptions of tangible or functional
attributes of a brand. These involve brand’s physical construction and performance abilities
such as economy, quality, reliability, sturdiness, etc.

Example: The hard associations of an automobile can include its power, speed, fuel
economy, etc.
Soft Associations: Associations of this type are emotional in nature. Such associations can be
positive or negative. A motorcycle can be visualised as male, tough, exciting, youthful, etc.

Example: Bajaj Auto has managed to associate its Pulsar motorcycle with maleness,
toughness, youthfulness and excitement. As a consequence of negative associations, consumers
associate Indian Airlines with dullness, old age, indifference and inefficiency.
1. Image of provider: This refers to the image of manufacturer. Consumers also carry in their
memories a network of associations about companies.

Example: Apple computers create associations such as unconventional, exciting, user
friendly, creative, innovative, and cool. When consumers visualise Delhi Cloth Mills (DCM),
the kind of associations that may emerge are likely to be old, dull, cloth; Rath Vanaspati (vegetable
oil): unchanging, and unexciting.

An inappropriate corporate image may tarnish the image of an otherwise good product.
2. Image of product: Products also carry an image of what they carry and have aspects such
as functional characteristics, technology intensiveness, emotionality, old, or modern that
go with them.

Example: Products such as laundry detergents, cold remedies, mosquito repellents etc.,
tend to be driven by functional attributes and rationality. On the other hand, fashion clothing,
perfumes, cold drinks, expensive watches, and many alcoholic beverages tend to be associated
with emotions and substantial symbolism.

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