Question

Pls provide answers to the following question in paragraphs and must be up to a page or more. Thanks

What is the importance of Brand image and Brand Identity in developing segmentation plan and value proposition?

Answer 1

answer-

Brand Image is how customers think of a brand. It can be defined as the perception of the brand in the minds of the customers. Brand image develops over time. The customers form an image based on their interactions and experience with the brand.

Brand identity is a separate category from brand image. Brand Identity is the message the consumer receives from the product, person, or thing. The brand identity will connect product recognition. Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Brand identity is distinct from brand image.

Both are very important in developing segmentation plan and value proposition because when we make segmentation plan we segment the market based on factors like geographic( country wise, city wise etc) demographic( age, gender,occupation, marital status etc) and pyschographic ( lifestyle, attitude etc). then we target customers based on these factors with our products and then we position our products in our target market. in order to position you make marketing mix which is product, price place and promotion.

for example- if Our company of Beer has good brand image of being nice and tasty beer but we make segmentation plan for our beer in which we target religious country like India where drinking beer or alcohol is not considered good in families so this brand image would be affected and segmentation plan would be ruined.

Brand image and brand identity helps marketer to identify the right customers for our products and services which helps us to create brand awareness in our target customers. Good brand image and identity is perceived as good value for customers because if customer percieves that a particular brand would give us good high quality products and we would pay for it and get expected or higher satisfaction then value proposition from the brand is high and vice versa. It is also a belief from the customer about how value will be delivered, experienced and acquired. A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services.

brand image is important like apple is considered to be premium brand which provides value proposition to its target customers of feeling high class, premium which other brands can not. It creates its brand identify with its unique logo, design, choice of color and packaging which attracts customers and provide high value to them which satisfy their expectations.

The most important task for your company is to ensure that your brand image, or how your customers perceive you, is aligned with brand identity, or how you want to be perceived. Customer perceptions of quality, service, and the intangible associations that come to the fore when the brand name is seen or heard is one of the most valuable assets a company can have.