Brand Image Dimensions Indian Perspective with Reference to Hyderabad A Study on Select FMCG Brands

Abstract

ABSTRACT newlinequotProducts are made in the factoryquot newline Brands are made in consumer minds newlineThe two statements signify the vitality of brand image in attracting the target audiences. newlineA brand is a name, term, sign, symbol, design or a combination of them intended to newlineidentify the goods and services of one seller or group of sellers and to differentiate them newlinefrom those of competitors. In simple terms, a brand is an identifier and differentiator of newlinea product. Brand is a promise that a company makes to its consumers. Brand image refers newlineto the overall perception or impression that consumers have about a brand. Consumers newlineoverall evaluations of a brand make up brand image. It is the mental picture that newlineindividuals form based on their interactions with the brand, including experiences, newlineassociations, and visual elements. Brand image is - all that a consumer can possibly newlineassociate with a particular brand. Every company intends to be a market leader and newlinecapture the major share in the market. This is possible only through positive brand image newlinein the target markets. Brand image helps in creating favorable impression towards the newlineproducts of a particular manufacturer in terms of quality and performance. The buying newlinedecisions of the consumers are greatly influenced by the image of the brand. The current newlinestudy is taken up with 809 respondents in Hyderabad and has attempted to assess the newlinevarious dimensions that hold good to different FMCG brands chosen. newlineThe study s prime dimension s effect on brand image of FMCGs is evaluated by taking newlineinto account the facets associated with each of it. The brand elements, the brand specific newlinecomponents, elements of marketing mix product, price, promotion, and place, and newlinepersonal, social, cultural and psychological factors are all made a part of the research as newlinethey altogether have a tremendous impact in framing a uniqueness in the minds of newlinecustomers. As the research focus is primarily on Indian perspective, the personal, social, newlinecultural and psychological factor s pay-offs are also accounted for. newlineThe Indian