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People express their own or idealized selves in part by the brands that they buy and use, especially when the brands are socially visible and have a personality. Such a brand is a badge that tells others what you value and how you live, and, more importantly, reaffirms to yourself what is important in your life.

Using an Apple computer expresses for some a non-corporate, creative self, based in part on the perception that the Apple brand’s personality is irreverent, creative and young, and challenges convention. The use of Betty Crocker expresses the home/mother/nurturing side of some of its users because “Betty Crocker-as-person” is a mother figure: a traditional, small-town, all-American person who cares about cooking and about her family. Wearing the Nike brand reflects “Nike-as-person”: someone who is exciting, provocative, spirited, cool, innovative and aggressive, and into health and fitness. Being a Patagonia fan expresses a passion for the environment and for sustainability. Being a Dove user reaffirms a belief in real inner beauty.

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Nike

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1. A good corporate image or reputation is an efficient marketing and promotional tool

2. Credibility and integrity comes with a good name

3. Corporate image or reputation establishes trust, confidence, loyalty and superb client relationships

4. Company image is instrumental in increasing your business opportunities

5. A good image can stand the test of time

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we can define brand image as the aggregation of brand identity (which is explicit) and brand personality (which is implicit).

Pick Any produces superficially poor data in that the information is simply a dichotomous variable, picked or not picked. The respondents were shown the statements one at a time and asked to state which brands were associated with that statement.

Ranking, which produces ordinal data, should provide more information than a simple dichotomous process. The respondents were shown the statements one at a time and asked to sort the six brands into order, where the first selected is the most associated with the statement, and the sixth was the least associated.

Rating, in theory, produces metric information. The respondents were shown the statements and asked to rate each of the six brands in terms of how strongly they agreed or disagreed with the statements.

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the general impression of a product held by real or potential consumers.

Brand image is normally conscientiously developed by the owner of the brand through marketing campaigns and product positioning.

The brand and image of a business are vital to its success.

The brand image should be positive and should reflect the character of a company.