{"id":7852,"date":"2020-08-05T15:48:02","date_gmt":"2020-08-05T10:18:02","guid":{"rendered":"https:\/\/rocketium.com\/academy\/?p=7852"},"modified":"2022-01-27T23:38:50","modified_gmt":"2022-01-27T18:08:50","slug":"brand-image-for-consistent-branding","status":"publish","type":"post","link":"https:\/\/rocketium.com\/academy\/brand-image-for-consistent-branding\/","title":{"rendered":"Brand Image and Why It\u2019s Important for consistent Branding"},"content":{"rendered":"\n

We have all heard the saying: \u201cDon\u2019t judge a book by its cover\u201d, and yet, in modern society, this is exactly what almost everyone is doing literally every day. We spend more time with people online than face to face \u2013 even \u201clive\u201d chats or full concerts and shows are hosted via the Internet. Through all these actions, people see our metaphorical covers and no doubt about it \u2013 they are judging us by them. <\/p>\n\n\n\n

Therefore, we are creating an image of ourselves by which we would prefer to be judged. Sounds a bit gloomy when we say it so. But, we did not create the state of things \u2013 we are just naming them as they are. <\/p>\n\n\n\n

On the other hand, who is to say that creating a better image of oneself is innately good or bad? We have no issues with using makeup \u2013 why the use of online image filters is any different? Or for that matter, what\u2019s the problem with someone taking a picture while wearing makeup and listing the makeup brand in the description? It’s not to just look good, but to look \u201cbrand\u201d good! <\/p>\n\n\n\n

We want our friends to see us eating Osso Bucco<\/em> at Ritz-Carlton, or our legs elongated by the picture perspective, catching a tan at Talamanca beach in Ibiza. It\u2019s common and completely understandable.<\/p>\n\n\n\n

Therefore, today, we have the need to identify with brands that promote the image we are striving to achieve. <\/p>\n\n\n\n

So, what is the brand image anyway?<\/h2>\n\n\n\n

To put it simply, brand image is the collection of views, beliefs, and information about a particular brand we have acquired over a certain period of time. <\/p>\n\n\n\n

As is the case with all things we experience in life, the brand image perceived by our mind is subjective. However, our own subjective perception filters affect it less than the brand\u2019s direct efforts, which incorporate the brand\u2019s core values into the efforts themselves. <\/p>\n\n\n\n

It takes a lot of time, effort, and careful planning to implement a proper brand image, but even the greatest brands in the world cannot completely predict all obstacles they may face. Should this discourage you from creating your personal brand<\/a>? Of course not! On the contrary, most brand management examples we are going to give you in this article are scalable. <\/p>\n\n\n\n

There are smartphones, and then there\u2019s iPhone <\/h2>\n\n\n\n

This is the foundation of the brand image of Apple \u2013 the largest tech company in the world. Even though more than half of Americans own an Apple product<\/a>, the brand still manages to create an air of prestige around itself \u2013 partially through high prices of their products.<\/p>\n\n\n\n

For example, a number of programmers and developers will demand to work on a Mac instead of a much cheaper set up with the same performances, since Apple has devoted, cult-like followers, top-notch OS, and provides the option to connect your i-products and use them interchangeably. <\/p>\n\n\n\n

Apple\u2019s tagline \u201cThink Different\u201d is one of the best slogans ever. That said, Apple\u2019s margins are through the roof, and the revenue is what keeps them at the top of the tech world. Also, it allows them to charge mind-boggling figures for their products and peripherals, like the famous $999 MacPro monitor stand. The brand image definitely works like charm. <\/p>\n\n\n\n

The Curious Case of Adolf Dassler <\/h2>\n\n\n\n

Most of you probably never heard of Adolf Adi Dassler, but surely everyone in the world is familiar with his brand \u2013 Adidas. Now, what is so curious about this case? <\/p>\n\n\n\n

Adidas has the best marketing management team in the world. The famous \u201cImpossible is nothing\u201d campaign is one of the many shining examples. The marketing budgets are nothing short of Whoa! – what really makes them stand out from the competition didn\u2019t cost them a dime. <\/p>\n\n\n\n

It all started with the old-school hip-hop street style back in the 80s \u2013 Adidas\u2019 famous tracksuits offered comfort and mobility to the acrobatic dancers busting moves on the streets of the United States and their clothes became an unofficial dress code for the whole movement. The style had its comeback in the early 90s with the rise of the Nu Metal genre, most notably the band Ko\u042fn who even made a song using Adidas as a whimsical backronym. <\/p>\n\n\n\n

What makes the story even more curious is the fact that in 1998 Ko\u042fn received a six-figure offer from another popular brand \u2013 Puma. No stone was left unturned to replace Adidas as their unofficially-official wear, which the band accepted. The most curious detail is that the brand Puma was created by none other than Adi\u2019s own brother \u2013 Rudolph Dassler.   <\/p>\n\n\n\n

In the meantime, on the Old Continent, a completely different subculture adopted Adidas as their fashion choice \u2013 Gopniks. The Gopniks (or Gopniki) is an Eastern European lower-class youth known for Hard Bass music and squatting. <\/p>\n\n\n\n

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