‘REBUILDING OF BRAND IMAGE’

By

ISHA JAIN

M.F.A. (Previous Year)

Applied Art

College of Art
20-22, Tilak Marg
New Delhi-110091
 REPORT ON

“Rebuilding of Brand Image”

College of Art
20-22, Tilak Marg
New Delhi-110091
A RESEARCH REPORT SUBMITTED TO

UNIVERSITY OF DELHI

For the Master of Fine Art

(Previous year) in Applied Art

Rebuilding of Brand Image

By

Isha Jain

Under the supervision of

Prof. B.S. Chauhan, H.O.D

Anjali Dashora, Research Scholar

Megha Madan, Research Scholar

(M.F.A. Deptt. Of Applied Art)

College of Art
20-22, Tilak Marg
New Delhi-110091
 Certificate

This is to certify that the Report on “Rebuilding of Brand Image”, which is submitted by Isha
Jain of M.F.A. Applied Art, Previous Year to the University of Delhi for the year 2018-2019, is a
record of the student’s own work carried out by her under my supervision and guidance.

Prof. B.S. Chauhan, H.O.D

Anjali Dashora, Research Scholar

Megha Madan, Research Scholar

(M.F.A. Deptt. Of Applied Art)

DATE:

College of Art
20-22, Tilak Marg
New Delhi-110091
 Content

Introduction

Chapter 1: Introduction to Brand Image

1.1 What is Brand?

1.2 What is Brand Image?
1.3 Elements of Brand Image
1.4 Significance of a Brand Image

Chapter 2: Rebuilding of Brand Image

2.1 What is Rebuilding of Brand Image?

2.2 Factors that can affect the Brand Image of a Company
2.3 How to Rebuild Brand Image?

Chapter 3: Case Study

3.1 Maggi
3.2 Tropicana
3.3 Cadbury
3.4 Bata
3.5 Association of Mutual Funds
3.6 Snapdeal
3.7 Mother Dairy
Chapter 4: Impact of Brand on Consumer Psychology

4.1 Abstract
4.2 Aim
4.3 Results and discussion
4.4 Conclusion

Conclusion

Bibliography
 Introduction

The main aim of the research is to find out whether a rebuild/re-established brand has got an
impact on consumer decision-making process in consumer market or not and how can a brand
rebuild/re-establish itself

Today’s generation is quite impressionable and hence in order to enhance their personality, or to
meet social standards, they gravitate towards branded products that are creating a stir in the
market. This brand image is simply an impression or an imprint of the brand developed over a
period of time in the consumer’s mindset.

Brands nowadays attempt to create a favorable mental picture of a product or firm in mind of
consumers. This image aims to associate the advertised product or a firm with certain lifestyles
or values.

The partial aim is to examine the role of brand on customer decision making-process in several
specific areas (brand awareness, brand recognition, customer preferences, brand trust and
motivation to purchase the product of a rebuild brand)

The research will further examine results of a survey which purpose is to examine the impact of
brand on influencing consumers to purchase a product and understand how rebranding or
rebuilding a brand’s image affects consumer psychology. The goal of the paper is to stress the
fact that the brand has an impact on customer decision making process. Original data within the
primary research will be collected by using a quantitative method of questionnaire.

The research introduces the concept of brand, what is brand image? why is brand image essential
for a company? elements of brand image and significance of brand image in chapter 1. Chapter 2
focuses on rebuilding brand image: why a firm needs to rebuild its brand image, factors that ruin
a brand’s image in the eyes of the consumer. Chapter 3 looks over some case studies from
brands such as Maggi, Cadbury, Bata, Tropicana, Association of Mutual Funds, Mother Dairy,
Snapdeal which have either re-established or rebranded themselves. Chapter 4 focuses on the
role of brand on customer decision making-process in several specific areas with the help of a
survey.

The research would like to conclude the fact that brand is the factor which has an impact on
consumer purchase decision-making process. Also, even if a brand loses its reputation in the
market it can easily rebuild its brand image provided the brand is genuine. In contemporary times
advertising plays a huge role on consumer psychology. A good advertising strategy can build a
good brand image.
 Chapter-1
Introduction to Brand Image

1.1 What is Brand?

Branding isn’t new. It started a long while back with the branding of people. For recognition and
easy communication people started giving each other names, people around them had an image
of the person in their minds with the help of their name, face (identity), clothes etc. Branding of
products started a bit later though.

Fig 1.1. Branding, Coca Cola

It all started with brand names, eventually other characteristics were also put to use. E.g. Coca-
Cola had to include different brand characteristics like – a different bottle shape, the colour (red

and white), and an experience of happiness and joy to develop its own identity (refer to Fig1.1).

Brand is a product, service, person, company, or a concept which has characteristics like a name,
symbol, etc. to be differentiated from others in the market. It is what makes the product
identifiable and differentiable.

A brand can be considered as the idea or image people have in mind when thinking about
specific products, services and activities of a company, both in a practical (e.g. “the shoe is light-
weight”) and emotional way (e.g. “the shoe makes me feel powerful”). It is therefore not just the
physical features that create a brand but also the feelings that consumers develop towards the
company or its product. This combination of physical and emotional cues is triggered when
exposed to the name, the logo, the visual identity, or even the message communicated.

A product can be easily copied by other players in a market, but a brand will always be unique.
For example, Pepsi and Coca-Cola taste very similar, however for some reason, some people feel
more connected to Coca-Cola, others to Pepsi.

The market is full of similar products. To make a product stand out, one needs to assign to it
some identification properties. Such identification properties include certain associations like
name, logo, colour, and many other attributes. These branding attributes give the product a
certain personality, certain voice, etc., position the product at some distinctive place in the
consumers’ mind, and give them an experience whenever they have contact with the brand.

1.2 What is Brand Image?

A person can probably spot an Apple device, a dress from Zara or a can of Coca-Cola from afar.
It may look simple, but it takes a lot to make a brand this recognizable to consumers. Having a
strong brand image directly impacts the consumer buying behavior, and hence premium brands
as well as top brands have a target of building a strong and positive image of the brand.
Brand image is the perceptions that customers and the public hold about a brand. Where brand
identity is how a firm plans to be perceived, brand image is how the brand is actually perceived

Brand image is formed in the minds of customers, depending on their experience and the right
sense of interaction of the customers with the brand. It is defined to be as the perception of
customers about a particular brand. When we talk about interactions, it can take place in different
ways and not just with buying or using a certain product or service.

Fig 1.2, Battle of Brands

This image of a brand is ultimately a deciding factor that determines the product sales. The brand
image is very important, as it is an accumulation of beliefs and views about that particular brand.
The character and value of the brand is portrayed by its image, as it is the main component in the
scheme of things. Brand image is more than a logo that identifies your business, product or
service. Today, it is a mix of the associations consumers make based on every interaction they
have with your business.
For a positive brand image, the product range and its services that are associated with any
particular organization will need to be a perfect fit. Along with being a perfect fit, you also need
to keep in mind about brand advertising and packaging along with customer service. Consistency
as well as reliability need to be hand in hand with the organization and needs to be projected in
the right manner to the desired client or target audience.

A positive brand image is essential as more than 90% of all purchase decisions taken by
customers these days are based on brand image and nothing else. It is not just about acquiring
any particular product or service but also accessing a brand’s reputation, prestige, goodwill and
quality as a whole. These intangible qualities are sought after while buying even the most
utilitarian product and this is where proper brand advertising plays a very important part.

1.3 Elements of Brand Image

A brand consists of all the features that distinguish the goods and services of one seller from
another: name, term, design, style, symbols, customer touch points, etc. Together, all elements of
the brand work as a psychological trigger or stimulus that causes an association to all other
thoughts one has had about the brand. The following are the basic elements of brand image.

 Recognition:
Brand recognition is a customer's ability to recognize a brand from its name or visual
symbols. Without recognition, brand image essentially doesn't exist. The ability of
customers to recognize a symbol such as a logo or a packaging. This can influence
consumer choice as people tend to pick products they recognize, even if they have no
information beyond a vague feeling of familiarity.

A product should be recognized without even using its name if brand recognition is done
right. The goal is to get potential customers to recognize the product instantly without
requiring much effort.

A brand’s value is directly connected to its presence in the memory of consumers. Quite
 simply, if a customer remembers a brand, he or she is likely to buy that brand. If they
don’t remember it, they will buy the alternative which they are familiar with. Thus, for a
brand, it is important to set itself in customers memory.

Fig 1.3, Logo, Nike

The Nike swoosh has become so well known that the word “Nike” no longer need appear
with it for recognition.The company’s advertising has established the Swoosh as one of the
most recognizable logos that symbolizes athletic excellence, determination, authenticity and
playfulness. (refer to Fig 1.3)

Fig 1.4, Strips, Adidas

Adidas is a great example of how much success a logo can bring a company when it’s done
right. Adidas logo is of three stripes, which is used by the company foe it's clothing and shoe
designs as a marketing aid. (refer to Fig 1.4)

 Awareness:
Brand awareness is a customer's ability to recall basic attributes of a brand. For
example, a customer who knows that a particular brand is a luxury hotel. This is
important because with awareness, a customer might search for your name when they
need a luxury hotel.

Brand awareness is the most important aspect of branding, at least initially.

Introducing potential customers to a product or service in the right way matters,
because just as it is with meeting people, brand awareness as a first impression
counts. The extent to which a product is recognized lies with its brand awareness,
which can make or break the brand's profitability.
 Fig 1.5, Band-Aid, Xerox, Coca Cola

When someone has a paper cut, they will probably put on a Band-Aid. When there
had been a pressing question, everyone has Googled it. When there has been a need to
make a few copies, we have gotten them Xeroxed. And when having a burger,
everyone has grabbed a Coke to drink. (refer to Fig 1.5)

Isn’t that correct? Most likely. But notice how some of the words make us think of a
particular brand or a product.

Speaking in brand-less terms, Band-Aid should be referred to as bandage, Google, as

a search engine, and Xerox as a copier. But it’s more fun to refer to the brand itself,
even if we aren’t using their specific product. That is what brand awareness really
 does. It associates actions and products with particular brands, subconsciously
encouraging us to replace common words with branded terms.

Fig 1.6, OYO Rooms

OYO is India’s largest hospitality company. Its network currently spans over major
Indian cities including all major metros, regional commercial hubs, leisure
destinations, and key pilgrimage towns. The brand has established itself in the minds
of consumer for it's predictable, affordable and available budget-room
accommodation to millions of travelers in India. (refer to Fig 1.5)

 Concept:
Branding initiatives tend to be kept simple as it is difficult to get customers to remember
complex information about your brand. If they can identify your brand name and visual
symbols you are doing well. Beyond this, advertising and other promotions may attempt
to communicate a basic concept such as a slogan. These are designed to be remarkably
short and memorable.

Simple, Emotional, Memorable, Distinctive & Positive are the keywords a brand aims
when building a brand identity. If a brand could fit the product’s USP into the brand name,
then the brand has already taken a lead over its competition, cause most of them have to
fight to register the USP in the conscious of the consumer.

Fig 1.7, P&G Products

A person can recognize a lot of brands from the Procter & Gamble by looking at the
picture (refer to Fig 1.7) but if the same is asked in a survey, “Have you ever user a
Procter & Gamble Product?” the answer would most probably be in negative. As
someone would never have seen an Ad. about Proctor & Gamble itself, and would always
have seen individual products.
 Fig 1.8, Daag Acche Hai, Campaign, Surf Excel

Surf Excel’s decade long campaign, "Daag Acche Hain" (refer to Fig 1.8). The campaign
refreshes and takes forward the brand’s “Dirt is Good” philosophy by telling parents that
if kids get dirty in learning to defeat failure, then stains are good. Surf Excel, as a brand, is
getting bigger, All the Daag Acche Hai ads. connect the goodness those stains bring along. The
brand wants to start conversations around failure with the eventual aim of changing the
perspective on failure to it being a learning experience. Surf Excel has always attempted
to draw peoples' emotional affection towards the brand. In all the scenarios shown in the
ads, kids are helping someone who is in need . Today surf excel has established itself as
the top most detergent brand in India through this campaign. The brand has made a place
for itself in the minds of the consumer. It has now become a regular in many Indian
households.
 Reputation:
It is basically customer’s opinions and feelings about a brand’s behavior, quality and
performance. This is influenced by the customer journey, word of mouth and media
coverage. It is the culmination of ideas and emotions that a customer associated with the
brand with the customer service experienced during the purchase of goods and services,
whilst using them, and after-sales services provided by the company.

A favorable Brand Reputation signifies that the customer lays his or her trust in the brand
and its offerings and feels good and takes pride in purchasing the good and services.

Having a strong and positive Brand Reputation in the market generates the factor of trust
in the minds of existing and prospective customers as they believe that the brand is here
to thrive and sustain and fulfill all its promises. Also, the customer always purchases the
goods and services from the brand that is well known in the market and within his or her
social circle.

Fig 1.9, Logo, Microsoft

One of the world's most admired companies, Microsoft is trusted by billions of people
worldwide. The firm scores highly on everything from product quality and brand
recognition to employee wellbeing and philanthropy. Even by looking at the logo a
person can easily identify the brand (refer to Fig 1.9). The brand aims to put the
consumer at ease by regular software updates and introducing new technologies. Thus,
gaining the trust of the consumer and making a place for itself in the market. Microsoft is
 now ranking in the top most companies of the world because of its earned trust and
goodwill.

 Culture:

Recently our global socio-political climate has turned into a fierce battleground
of beliefs, cultures and values.

As a result, consumers are starting to choose where they stand individually and
also which brands they support based on common values and beliefs, and while
the world is transfixed on talking about issues regarding the society or even
cultural beliefs , it makes sense for brands to join the discussion and
demonstrate how they have the same commonalities as their consumer.

The culture that emerges around one’s brand. This may include norms, behaviors and
expectations of customers, employees and stakeholders that are largely beyond one’s
control. For example, a sports brand that is spontaneously adopted by football culture
such that the brand becomes associated with the sport.

Until recent years, a brand could get away with advertising a single consistent
message externally, while internally practising another. That time has passed
now and companies operate in a society where we have an extraordinarily
detailed view of organizations through social networks. Customers can voice out
their views and opinions directly to brand with the help of social networks.

If a brand understands its own culture from the inside out, it can be more
transparent with its behaviors and messages, and this in turn will resonate with
the consumer. In turn, the consumer will embrace and support that brand and
make it part of their own identity, using it as a way to express to the world who
they are and what they believe in.
 Fig 1.10 Ad., Cadbury

The brand came to India in 90’s initially targeting the kids, but the approach didn’t work.
The brand later studied the Indian demographic and the socio-cultural beliefs prevalent
here. They noticed how culturally inclined the country is and how festivals and small
other occassions play a huge role in shaping the consumer beliefs. Thus, they came up
with campaigns such as “Kuchh Meetha Ho Jaye” in which Amitabh Bachchan became
Cadbury’s first celebrity ambassador to promote Dairy Milk under the ‘Kuchh Meetha
Ho Jaaye’ series of ads which positioned the chocolate brand as a substitute for
traditional sweets during festive occasions. Cadbury has now to placed itself in context of
a relationship, as a brand to be shared when one is happy or sad, or when one has to say
sorry or thank you, or when one has to propose or convey emotion and even as a greeting
during various occassions and festivals.

 Quality:
The perceived quality of your products. Quality is how well your products and services
meet customer needs and suit customer preferences.

Quality is an important factor all the brands invest a lot of money to sustain and
continuously improve the quality of their brands and the systems they operate. There is a
vast difference between productivity and quality, a factory that has achieved a high
productivity does not necessarily mean that it has achieved high quality.

Brands like Oriflame, Tupperware and Amway in their early stages of growth did not go
for full-fledged marketing by advertising, instead they build up a network of agents that
spread the popularity of its product by word of mouth which gained momentum and
brought profits to the brand, following such method also reduced excessive costs. These
brands were confident about the quality of their product as well of the price they offered
in comparison to other competitive brands and thereby won the loyalty of the customers
and repetitive sales. (refer to Fig 1.11)

Fig 1.11 Tupperware, Oriflame, Amway

The continuous process of following quality standards and achieving low cost brings in
loyal customers, brand name and brand identity. Over a time period, a goodwill of the
brand is established. The customer becomes aware of the product performance,
reliability, durability, conformance to the standard of the product. As the product is used
it is found to be as per their expectation or superseding it. The service offered by the
brand in interacting with the customers and taking feedback, giving instantaneous
response to their queries also helps in killing competitions along with the other measures
and brings in profit. Thus, adopting Quality Standards proves to be profitable in all ways
for the brand, its employees and customers.

Fig 1.12, Logo, I Phone, Apple

Even after the 2014 controversy in which I Phone 6 was launched (refer to Fig 1.12), it
was considered as a poor quality phone, as it would bend in hands of users. This stirred
up a huge protest from the users as they felt cheated. The company apologized for the
mishap and later promised to exchange the faulty models. The air of exclusivity that
Apple employs when promoting new product releases and the attention given to the
aesthetics of its products has enabled the Apple brand to be associated with luxury in the
eyes of its followers. And that is what many of its consumers are paying a premium for: a
symbol of status that is driven by emotion, not practicality
 Experience:

Not so long ago, the approach many brands took could be summed up as: sell and forget.
the brand sold their product or service and the customer went away and the contact
between the two was complete until the next transaction. But that's all changed,
Nowadays what most brands are aiming for is a continuous engagement with their
audiences. What they’ve realised is how important brand loyalty is to the growth of their
business. Especially in an age when the internet and social media have influenced the
acceleration of the ‘full brand experience’ approach.

The end-to-end customer experience. It is a combination of everything that a customer

goes through while purchasing and using that brand. A single unusually positive or
negative customer service interaction can completely change a customer's perception of a
brand.

A brand experience resembles the experiences a person has with the people in his/her life.
Just as one’s perception of someone is formed by every direct or indirect interaction with
them, so is one’s perception of a brand. It is literally everything a person has seen and
heard or even felt or smelt or tasted about it. The brand experience is everything one
knows about a brand.

For example, how does one feel while ordering food and eating at Mc Donalds? How
does the staff behave and how fast do they deliver and of course how did the food taste?
Also, since it has many outlets all over the world, all of them are expected to maintain
uniform standards of experience. The customer would want to experience a consistent
food quality at every Mc Donalds store he/she visits. It is important that the staff is
always friendly and welcoming, washrooms are always clean and the food quality is not
compromised with. else the costumer won’t be able to enjoy the experience. Also, in
India, things don’t stop at cleanliness. There are separate kitchens for vegetarian and non-
vegetarian food items across all McDonald’s restaurants in the country. These all things
are necessary to ensure a good consumer experience. (refer to Fig 1.13)
 Fig 1.13, Mc Donalds

 Status:

The perceived social status of a brand. For example, a brand that is perceived as youthful,
stylish, luxurious, intelligent or altruistic. Customers may use brands as a means
of signaling their own social status.

If a brand is known to be expensive, it can be used by customers to signal their wealth or

income. This may involve obvious logos and other visual symbols of the brand that make
it clear an item was expensive. Wealth can be countersignaled with brands that the
wealthy view as high quality that lack obvious visual identifiers.

A brand is not at all limited to a visual appearance but reflects value to the customers.
Nowadays brands don’t only sell because of their price, functionality, and product
attributes but also because of emotional factors.

A brand is supposed to reside within the hearts and minds of customers, clients, in all
prospects. It is the sum total of their experiences and perceptions, some of which can
influence, and some them which can’t.

A strong brand is invaluable as the battle for customers intensifies day by day. It's
important to spend time investing in researching, defining, and building one’s brand.
After all brand is the a promise to the consumer.

Fig 1.14, Logo, BMW

BMW is one of the leading brand names within the automobile industry. Over the course
of decades they have earned an image of luxury, precision and quality German
engineering. The costumers not only see the car as a great product but also as a symbol of
status and luxury.

Branding strategy of BMW has been done always in a manner which has developed the
clients be faithful to it for a long term and related them to the product. BMW target
market has always been the rich people. Ways of life in this brand never been a concern.
 Defining a goal market has allowed BMW to define its brand in a good way. This makes
the merchandise look attractive and obtainable to the goal market is really one of the
factors of branding strategy of BMW.

 Legacy:
The history of a brand that remains in the minds of customers. For example, a brand that
is associated with antiquated and unpopular technologies.

Brands retain value from their legacy providing they are still seen as relevant and
interesting, providing they are still competitive and providing they retain goodwill.

Brands retain value from their legacy. Providing they are still seen as relevant and
interesting, providing they are still competitive and providing they retain goodwill. Or if
people have had enough time to forget why they failed in the first place.

Fig 1.15, Advertisement, Parle-G

 As we age our nostalgic yearnings grow, making us more receptive to advertisers and
marketers. Parle-G, being a legacy player in the glucose biscuits category, is consumed
by people from varied socioeconomic backgrounds. There are a wide range of people that
the brand caters to, and the Parle-G biscuits clearly play upon the heritage of the brand.

 Trust:
A sense that a brand is authentic and trustworthy versus the perception that its identity is
made-up. Marketing tends to go wild in representing a brand in ways that differ from the
realities of the firm behind the brand. Customers can often see through this.

brand trust plays a key role in enhancing brand image as an effective tool that positively
influences the consumers buying behavior. Moreover, brand trust is the key variable in
building a durable desire to keep a long-term brand relationship with consumers and a
motivating force for any brand and remain in consumer mind.

In addition, Brand trust progresses from experience and communication because it is

developed by the process of learning of an individual over time. Therefore, knowledge
and experiences of consumer are condensed with the brand. Furthermore, it is affected
when the consumer evaluates any direct and indirect interaction like advertising and word
of mouth with the brand.

Fig 1.16, Patanjali

 Patanjali is an Indian brand of Ayurvedic, herbal and wellness products. Its
competitive pricing, quality of products and good communication strategies are the
most important reasons for the popularity of Patanjali products but there are several
complaints about Patanjali’s online services on its website, such as duplication of
products, false claims and quality of staff.

1.4 Significance of Brand Image

Having a strong image of your brand can deliver benefits for your organization and every
organization invests their efforts to build a strong brand image, as it proves to be very helpful in
fulfilling motives and objectives of one business. Few of the benefits are given below:

Brand Image makes an Impression

 It is known that making a good first impression is important, especially in business.

Consumers will create an impression of a business and brand based on a variety of
factors, such as the way your employees are dressed, brand's website, business cards, the
cleanliness of the store and more. These small details are points of contact that the brand
has with it's potential customers. In this case, presentation is everything.

 Although a business
the expected brand promise.
Rather than going for a
standard card, opting for a
matte finish with spot UV
laminated logo can make a
huge impression (refer to Fig
1.17). These small upgrades
make a huge difference eyes
of the customers and show
them that the brand is to be
taken seriously.

Fig 1.17, UV Lamination Cards

Brand Image creates Recognition

 We can probably spot an Apple device, a dress from Zara or a can of Coca-Cola from
afar. It may look simple, but it takes a lot to make a brand this recognizable to consumers.
Having a strong brand image directly impacts the consumer buying behavior, and hence
premium brands as well as top brands have a target of building a strong and positive
image of the brand.

 A consumer can
colors (refer to Fig
1.18). For example, if
one see’s the Dunkin
Donuts pink and orange
letters up ahead, before
even making out the
word, they would
automatically recognize
it as Dunkin Donuts.

Fig 1.18, Logo,

Dunkin Donuts

 It’s not just about the logo or slogan; a brand image encompasses both visual elements
and brand associations like consistency, reliability and quality. If a brand does not put the
effort into maintaining a consistent brand image throughout every interaction a consumer
has with their brand, they will find it very hard to develop an easily recognizable brand.
 Brand Image builds Credibility and Equity

 Believe it or not, the brand image is paramount to building credibility and loyalty among
potential customers. It all contributes to a consumer’s relationship with the brand. The
more they can deliver on the brand promise, the easier it will be for consumers to
remember the brand and what it actually stands for.

 Swiggy is food ordering and delivering company. It provides a single window for
ordering from a wide range of restaurants and have their own delivery personnel pick up
orders from restaurants and deliver it to customers. It is a complete food ordering and
delivery solution that connects neighborhood restaurants with urban foodies. The brand is
consistently working at maintaining a stable brand image, be it the freshness of their food
or their packaging, it all contributes to a consumer’s relationship with the brand. The
more they can deliver on the brand promise, the easier it will be for consumers to
remember the brand and what it actually stands for.

Fig 1.18, Advertisement, Swiggy

 A promising brand image conveys the success of the product and gives results with
increased sales and revenues.

Brand Image builds Loyalty

 With a strong brand identity, customers are much more likely to remember one's
business. A strong brand name and logo/image helps to keep your company in the mind
of your potential customers. If a customer’s happy with your products or services, a solid
brand identity helps to build customer loyalty across your business.

 People like to be associated with “good” brands. Customers are more likely to refer the
brand to others if they have a positive feeling about your brand.

Fig 1.19, Share a Coke, Coca Cola

 For decades, Coca-Cola has garnered its ability to bring happiness to people around the
world every day. With 50 million worldwide Facebook fans, Coke engages with them in
a quest to find a way to make the world a better place.

Its “Share a Coke” campaign actively encourages a positive community of people who
get along the customer can even order Coke cans with customized names on it, meaning
no one is excluded from this community.

Example of brands with strong Brand image

Every brand tries to create an image that will take its company and products forward and
for this, they spend lots of money and implement many creative ideas.

For example, Colgate is a brand name known in every Indian household. The brand has
been able to create an image that defines trust, hope and belief. The consumer is
convinced that the usage of Colgate products will give satisfactory results. The mindset
of customers is set that using Colgate toothpaste will take care of their teeth and using the
product will result in better health and oral care. Thus, when in the market, the consumer
will mostly buy Colgate, as the brand Colgate has been synonymous with trust. Similarly,
if there is another brand image etched in the consumers mind, he will buy that particular
product.

Fig 1.20, Advertisement, Colgate