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The Concept Of Online Image Of A Brand And Its Application To Nation Brands
Unformatted Document Text:  Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands 6 definition of brand image is suggested by Business Dictionary ( www.businessdictionary.com ): ―Impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings).‖ In other words, brand image is defined as the audiences‘ perception of the brand identity (or personality), which they form along the key dimensions/attributes/factors that determine brand identity/personality. However, not all of these attributes/components are of equal importance for different brand audiences. Different audiences place different emphasis and importance on different individual components of the brand identity/personality. Thus, since brand image is a reflection of the brand identity/personality in the audiences‘ mind, brands cannot have just one brand image, but many – essentially, every member of the audience has a different image of a brand, based on his/her perceptions (Dinnie, 2008; Fan 2008; Tempral 2002). These images may be very similar, or vastly different, depending on which of the brand dimensions/attributes are most important to the given member of particular audience/stakeholders. For example: what is most important to consumers may be different from what is important to investors, or employees, etc. At the same time, there may also be differences within the segments of audiences: for example, if we take a automotive brand as an example, for some consumers, price, cost of ownership and gas mileage may be most important, while for others it will be prestige and luxury, whereas price and other related costs may not mean as much. Perhaps, safety and reliability will be important for everybody to somewhat large extent. Furthermore, the factors that play a decisive role in the formation of a brand image are different across products and product categories. For example, what is an important component/dimension/attribute for formation of the image of a clothing manufacturer‘s brand is likely to be different from that of a manufacturer of other products. The same would apply to services.

Authors: Topouria, Giorgi.
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Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands  
 
 
definition of brand image is suggested by Business Dictionary (
―Impression in the consumers' mind of a brand's total personality (real and imaginary qualities 
and shortcomings).‖ In other words, brand image is defined as the audiences‘ perception of the 
brand identity (or personality), which they form along the key dimensions/attributes/factors that 
determine brand identity/personality. However, not all of these attributes/components are of 
equal importance for different brand audiences. Different audiences place different emphasis and 
importance on different individual components of the brand identity/personality.  
Thus, since brand image is a reflection of the brand identity/personality in the audiences‘ mind, 
brands cannot have just one brand image, but many – essentially, every member of the audience 
has a different image of a brand, based on his/her perceptions (Dinnie, 2008; Fan 2008; Tempral 
2002). These images may be very similar, or vastly different, depending on which of the brand 
dimensions/attributes are most important to the given member of particular 
audience/stakeholders. For example: what is most important to consumers may be different from 
what is important to investors, or employees, etc. At the same time, there may also be differences 
within the segments of audiences: for example, if we take a automotive brand as an example, for 
some consumers, price, cost of ownership and gas mileage may be most important, while for 
others it will be prestige and luxury, whereas price and other related costs may not mean as 
much. Perhaps, safety and reliability will be important for everybody to somewhat large extent. 
Furthermore, the factors that play a decisive role in the formation of a brand image are different 
across products and product categories. For example, what is an important 
component/dimension/attribute for formation of the image of a clothing manufacturer‘s brand is 
likely to be different from that of a manufacturer of other products. The same would apply to 
services. 


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