The Brand Image: An Introduction To Branding

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Branding started during the middle Ages when crafts guilds (similar to labor unions) and merchants’ guilds formed to control the quantities and quality of production. Each producer had to mark his goods so output could be cut back when necessary -meaning poor quality which might reflect unfavorably on other guild products and discourage future trade could be traced back to gutty producer (Bowersox, &Copper, 1992). Early trademarks were also a protection to the buyer, who could then know the source of the product. Recently brands have been used mainly for identification (William D, 2000). Virtually all products introduced today have brand names. Most brand names are also registered as trademarks.

3.2 Discussion

Concept of Brand Image

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It is a generally accepted image of what a company stands for. Typically, a corporate image is designed to be appealing to the public, so that the company can spark an interest among consumers and thus facilitate product sales. Restaurants are not the only form of organization that creates these types of images. Also it is defined as the qualities that consumers associate with a specific brand, expressed in terms of human behavior and desires, but that also relate to price, quality, and situational use of the brand. For example: A brand such as The Marriot will conjure up a strong public image because of its standards. This Image is not inherent in the brand name but is created through advertising. Brand image is therefore the psychological aspect; a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service…show more content…
From the secondary data findings, a restaurant should aim most of its advertising efforts at enhancing customer awareness so that customers at least consider that brand in the suggested set of alternatives. The television commercials or magazine advertising, support activities and charity involvement in social, cultural, sports, or other kinds of public events can improve a firm 's brand awareness. Another important conclusion thing is that the perceived quality of a specific restaurant brand and products is found to significantly affect its performance. It goes without saying that restaurants should consistently provide quality products and services, such as serving food in promised time, serving ordered food accurately, and staff should be knowledgeable about menus, convenient operating hours, and ensure appearance. Not only is this good business, but it strengthens the brand. What is so often forgotten is that it is the trained service personnel who enhances the core competencies in most restaurants. Restaurant managers should do more work on differentiating their image, specifically through symbols and branding, as many of them adopted specific symbols and used these on their stationery. Advertising and promotional activities should also carry these symbols effectively to provide a differentiated and familiar image to a