Concept of Brand Image
Brand image, is a symbolic idea created within the minds of people and consists of all the information and expectations associated with a product or service. People engaged in branding seek to develop or support the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique (Dodds, W. B et al,. 1991). Restaurant image is the reputation of the firm with the various audiences that are important to it. Stakeholders are affected by the actions of the establishment and, in turn, their actions can affect the company. Consequently, its image in the eyes of its stakeholders is important to the company. The principal stakeholders with whom most large corporations must be concerned are: customers, distributors and retailers, financial institutions, the general public, and employees. The image that stakeholders have of the company will influence their willingness to either provide or...
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...opriate sound level, prompt service, differentiated image, cleanliness, cheerful and enchanting, long history, and familiarity. In the real implementation, of course, this would require extensive research into the nature of the brand and its competitive positioning. The image restaurants create in the consumer 's mind and how that restaurant is positioned, are of more importance to its ultimate success. Brand managers usually position their brands so that they are perceived by the consumers to occupy a forte in the marketplace occupied by no other brands. Thus, for marketers, the value of a successful brand lies in its potential to reduce substitutability. That result implies that brand awareness alone may not be enough to achieve high sales volume and perceived quality and that brand image should be carefully managed in cycle to promote good operational performance.
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