Brand Image: A Conceptual Review from the Perspective of Brand Development

Abstract

Company strive to develop and sustain their brand reputation in order to reposition their product in the market. Brand is that set of belief and feelings that serve as mark on the mind and heart of customers. However, brand is far more than a name, logo, trademark symbol or labels attached to a product. This study aim to review the dimension of brand image drawn into the perspective of brand development. Brand image play a very significant role in the development of a brand because the image associated with credibility and reputation of the brand which later become a recipe for consumers perception to try and use a product or services that will determine whether the consumer will be brand loyalist or not. The dimension of brand image in the current study include brand identity, brand uniqueness, brand association, brand credibility and brand competency and benefit. The study contribute to the existing literature on brand image dimension.