A Study on Brand Image – Airtel

Abstract

A brand may be a name, a sign, a symbol, a slogan, or anything else that is used to identify and set apart a particular item, service, or company. A proprietary name is a brand name that is legally protected.

The brand is how a product is perceived in the marketplace. Some individuals see a distinction between a brand's psychological and experiential aspects. The brand experience is the culmination of all points of interaction with the brand and represents the experiential component. The psychological component, also known as the brand image, is a symbolic construct individuals generate in their brains that encapsulates all the knowledge and expectations related to a product or service.

By generating the perception that a brand is linked with a product or service that has certain features or characteristics that make it distinctive or unique, those involved in branding work to build or align the expectations behind the brand experience. Because it shows what the brand owner can provide in the market, a brand is one of the most important components of an advertising topic. The practise of building and maintaining a brand is known as brand management. Brand orientation is the process of aligning the whole organisation with its brand.

Effective brand management aims to make the goods or services appealing to the intended market. Therefore, carefully designed advertising efforts may be quite effective in persuading customers to pay amazingly high prices for goods that are already made at a very low cost. This idea, known as "creating value," essentially entails manipulating the projected image of the product so that the consumer perceives it to be worth the amount that the advertiser wants him or her to see, as opposed to a more logical valuation that includes an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. Customers may see branding as a significant value added component of goods or services since it often helps to indicate a particular desirable trait or attribute. Branded goods or services also fetch a greater price in the eyes of brand owners. People often choose the more costly branded product when two items are similar but one of the products has no associated branding because of the brand's quality or the reputation of the brand owner.