This essay sheds light on the importance of the brand image variable and elucidates how companies can create a powerful and lasting brand image in the minds of customers. Moreover, how Nike and McDonald's both developed renowned global brand images i... Read more

This essay sheds light on the importance of the brand image variable and elucidates how companies can create a powerful and lasting brand image in the minds of customers. Moreover, how Nike and McDonald's both developed renowned global brand images is delineated in this essay. A company's brand image is of eminent importance and should not be overlooked. Having a robust, renowned, and lasting brand image variable allows companies to bolster profitability, brand growth, brand recognition, and brand loyalty. By consistently demonstrating brand cohesiveness and brand consistently through enticing advertisement campaigns and by maintaining stellar service offerings, companies can elicit a powerful and lasting brand image variable in the minds of customers. A brand image is the impression in the consumers' mind of a brand's total personality and can include real and imaginary qualities and shortcomings. Brand image is developed overtime through advertising campaigns with a consistent theme, and is authenticated through the customers' direct experiences (Brand Image, n.d.) with the brand. Companies should take the necessary measures to devise a stellar brand image in the minds' of their customers. Fostering a powerful brand image can involve consistently having enticing advertisement campaigns and maintaining service quality. Moreover, brands should also undergo the requisite precautionary measures to avoid comprising their brand image by training their staff to always be professional and consistently deliver expectations. A paradigm of company that has established their value proposition around the brand image variable is Nike. Nike has done a stellar job at ensuring their brand image is consistently represented throughout their ample product lines that they sells. For instance, their brand logo, the illustrious Nike swoosh, can consistently be seen on their apparel which clearly renders their products distinguishable amongst other brand products. There is also a continuity between Nike's slogans and advertisements. Nike's unique slogans are featured within their advertisements. Furthermore, Nike's advertisements are easily recognizable as a result of featuring highly recognizable and successful athletes within the advertisements that are sponsored to represent the Nike brand. Nike's sponsored athletes, logos, slogans, advertisements, and unique apparel have clearly defined Nike's image variable to the point in which Nike is easily recognizable on a global scale. Nike's globally renowned image variable has played a salient role in bolstering its profitability, brand growth, brand recognition, brand equity, brand loyalty, and has also allowed Nike to command premium prices for their products which their customers can vindicate paying to be associated with the prominent athletic brand. Customers will succumb to paying the premium price for Nike apparel product, because they want to psychologically feel associated with the perceived successful athletic image that the Nike brand represents. Another company that has established their value proposition around the brand image variable is McDonald's. Primarily through leveraging advertisements, McDonald's has carved out a spot in the minds of individuals as the family friendly fast food restaurant that offers affordable priced fast food products. Their advertisements embellish the brand in the minds' of the target market in order to ultimately depict their fast food products as highly quality products. The advertisements significantly exaggerate the quality of the fast food products in order to entice sales. McDonald's has a become a highly recognizable global brand primarily by leveraging advertisements through a vast amount of advertisement mediums, such as television advertisements, radio advertisements, billboard advertisements, newspaper advertisements, and internet advertisements. McDonald's also sponsors celebrity spokespeople and renowned global sporting events. Less