The Power of Brand Image: How it Influences Consumer Behavior

Brand image and its effect on consumer behavior

A strong brand image is essential for businesses in today’s competitive marketplace. It is what sets your company apart from competitors and influences consumer behavior. This article will explore the concept of brand image, its importance for businesses, and its effect on consumer behavior. We will also discuss the elements of a strong brand image, strategies for building one, and examples of brands with a powerful brand image.

Definition of Brand Image

Brand image refers to the perception that consumers have about a particular brand, which is formed through their experiences and associations with that brand. This perception is shaped by various factors such as the quality of products/services, customer service, marketing efforts, and the brand’s overall reputation.

Importance of Brand Image for Businesses

A positive brand image is crucial for businesses because it influences consumer behavior, leads to repeat purchases, and encourages word-of-mouth marketing. A strong brand image establishes trust and credibility while reinforcing the perceived value of your products or services. A solid brand development strategy is key to achieving a positive brand image and enhancing your company’s growth potential.

Types of Brand Image

There are three primary types of brand image: positive, negative, and neutral.

  1. Positive brand image: A positive brand image is achieved when consumers associate a brand with positive experiences, emotions, and values. This leads to increased brand loyalty and customer satisfaction.
  2. Negative brand image: A negative brand image occurs when consumers have unfavorable experiences with a brand, leading to negative associations and emotions. This can result in decreased customer satisfaction, low brand loyalty, and even boycotts.
  3. Neutral brand image: A neutral brand image exists when consumers have neither positive nor negative associations with a brand. This can occur when a company is relatively unknown or lacks meaningful differentiation from competitors.

Elements of a Strong Brand Image

A strong brand image is built on a foundation of several key elements:

  1. Logo and color scheme: A distinctive logo and color scheme help consumers easily identify and remember your brand, thereby enhancing brand recognition.
  2. Tagline and brand message: A memorable tagline and clear brand message communicate the essence of your brand, creating a lasting impression on consumers.
  3. Quality of products/services: Superior product/service quality is a vital factor in establishing a positive brand image. It conveys the value and credibility of your brand to consumers.
  1. Brand personality and values: A unique brand personality and a set of core values that resonate with your target audience are crucial in creating an emotional connection with consumers.
  2. Customer service: Exceptional customer service creates positive experiences for consumers, which contributes significantly to a strong brand image.

How Brand Image Influences Consumer Behavior

Brand image has a profound impact on consumer behavior in various ways:

  1. Emotional connection with the brand: A positive brand image creates an emotional connection between consumers and the brand, leading to increased customer loyalty and advocacy.
  2. Perception of quality and value: Consumers tend to perceive products and services from brands with a strong image as being of higher quality and value, which influences their purchase decisions.
  3. Trust and credibility: A positive brand image fosters trust and credibility in the minds of consumers, making them more likely to choose your brand over competitors.
  1. Repeat purchases and loyalty: Consumers are more likely to continue purchasing from a brand with a strong image, as it reinforces their belief in the quality and value of the products/services.
  2. Word-of-mouth marketing: A positive brand image leads to increased word-of-mouth marketing, as satisfied customers are more likely to recommend your brand to others.

Examples of Brands with Strong Brand Image

Several brands have managed to create a powerful brand image in the minds of consumers. Some notable examples include Apple, Nike, Coca-Cola, Harley-Davidson, and Tesla. These brands have consistently delivered on their brand promise, which has resulted in strong emotional connections with their customers.

Case Study: The Impact of Bad Brand Image

United Airlines’ incident with Dr. Dao in 2017 is an example of how negative brand image can significantly impact a company. After forcibly removing a passenger from an overbooked flight, the airline faced widespread backlash and a decline in its brand image. The fallout from this incident had lasting repercussions for United Airlines, illustrating the importance of maintaining a positive brand image.

Strategies for Building a Strong Brand Image

Creating a strong brand image requires a comprehensive approach. Some effective strategies include:

  1. Consistent branding across all touchpoints: Ensure that your branding elements, such as logo, color scheme, and brand message, are consistent across all customer touchpoints, including your website, social media, and in-store experience.
  2. Engaging with customers on social media: Actively engaging with customers on social media platforms can help humanize your brand and create a more positive brand image.
  3. Providing exceptional customer service: Prioritizing customer satisfaction through exceptional customer service can significantly enhance your brand image.
  1. Crafting a compelling brand story: A well-crafted brand story can create an emotional connection with your target audience, making your brand more memorable and appealing.
  2. Investing in quality products and services: Offering high-quality products and services is crucial for establishing a positive brand image and attracting loyal customers.


In conclusion, brand image plays a vital role in influencing consumer behavior and ultimately contributes to the success of a business. By understanding the elements of a strong brand image, investing in quality products/services, and implementing effective branding strategies, businesses can establish a positive brand image and reap the benefits of increased customer loyalty, word-of-mouth marketing, and ultimately, growth.


What is the difference between a brand image and a brand identity?
While brand image refers to the perception consumers have about a brand, brand identity encompasses the visual elements that represent a brand, such as logo, color scheme, and typography. Learn more about the difference on our blog.

How can companies improve their brand image?
Companies can improve their brand image by focusing on the elements of a strong brand image, engaging with customers on social media, providing exceptional customer service, and investing in quality products and services.

What are some examples of companies that have successfully rebranded?
Examples of successful rebrands include McDonald’s, Old Spice, and Burberry. These companies managed to revamp their brand image and attract new customers by repositioning their brands and updating their visual identities.

Can a company have different brand images for different products or services?
Yes, a company can have different brand images for various products or services. However, it is essential to maintain consistency across all sub-brands and ensure that they align with the overall corporate brand.

What role does marketing play in building a strong brand image?
Marketing plays a crucial role in building a strong brand image by effectively communicating the brand’s message and values to the target audience. Content marketing and search engine optimization are essential tools in creating an online presence that reflects your brand image and attracts potential customers.

Joshua Wendt Headshot

Josh Wendt

    100% Free BusinessHUB Account

    Get BusinessHUB Today

    Leave a Reply