Brand image

Brand image

Introduction

The current view of the customers about a brand is known as brand image. This is the consumers’ beliefs and perceptions about the product. It represents what a target group of the products or services offered by a company or organization think about the product. It is important to note that the brand image signifies the organizational character and what the organization stands for. Think of this; the brand image is the beliefs and perceptions of external people to the organization. Brand image should include the missions and visions of the organization. In essence, the consumers should believe the organizational goals and activities align with their intents and purposes. For a positive brand image, the organization should take into consideration their vision, their slogan, and the values they stand for. They should ensure that they align with all this. It is essential to note that this impression on a consumer’s mind is formed from all sources and associations. These associations are most likely subjective. What one believes influences a lot of people. Therefore, brand image is all about the significance of the beliefs of a consumer to other consumers. For example, Volvo is associated with safety. This is the overall belief in the world. Volvo is safe and reliable hence a positive brand image. Brand image influences the purchasing power of the consumers. If an organization has a positive brand image, this becomes a form of advertisement. Consumers will want to be associated with this organization. The reasoning behind the brand image is that consumers are purchasing the products and services coupled up with the brand image. Hence organizations are encouraged to lean towards a positive brand image. The main idea of this paper is to help understand the brand image concerning the Fox marketing consulting organization.

Body

Fox was established in 1942 in the Israeli pre-state. The company has long since grown and developed after its IPO on TASE in 2002. This company now owns stores in approximately ten countries all over the world, including Russia, Singapore, and Bulgaria. It is important to note that its growth and success is attributed to different factors. For one, good advertisement. Fox advertises for itself. Secondly, excellent customer satisfaction levels that influence all of its customers. It is important to note that the Fox clothing company owns a product portfolio of more than 250 products. With its presence in more than ten countries, this company is one of the most sought after fashionable companies. Approximately 56% of the population in the world recognize the presence of the Fox Company. This is because of its excellent marketing strategy, which will be discussed later in this paper. It is vital to note that Fox has a market capitalization of 34 billion and has had more than ten years of dividend increases. For a company that has recently taken root in the fashion industry, this is quite impressive. The world recognizes the existence of this company and is eager to try its products. This company offers clothes for men, women, and children as its primary products. These are the main products from the Channel and Gucci.

Brand names such as Gucci and Channel are known all over the world. Additionally, these products are known to sell faster than any product in the world today. These products have been associated with models and social media experts across the globe. The fact that these products are known all over, and people are willing to do anything to have them is imaginable. This means increased earnings for the organization. It is essential to note that Fox stores Gucci and Channel products. It also stores fashion accessories such as diamond necklaces and pieces of jewelry. These are complementary goods and are known to be purchased together. If a person comes to the store looking for a Gucci bag, he or she will most likely buy a necklace to go with the bag. It is important to note that all these factors help us establish a brand image of Fox. Class and elegance.

People will most likely want to be associated with Fox due to the fashionable statements they offer. This store is known to store products such as Gucci and Channel and, as such, the high recommendations. This paper will, however, focus on Gucci as a product stored. Gucci is an Italian luxury brand. This brand is associated with fashion and leather goods. They offer a wide variety of products, including belts and shoes. As such, one cannot lack anything when it comes to this brand. This brand is known for its originality and authenticity. People have been seen wearing this brand in walkways and red carpets. It is associated with celebrities and high-end people. As such, it is marketable all on its own. It is critical to note that this increases the outreach of Fox. One thing about perceptions is that they are formed easily and fast. So if a person walks in the Fox store and finds a Gucci bag, he or she is most likely to believe in the originality of the Fox products too.

Below is a perceptual map of Fox based on what consumers say about it in the market.

From the above perceptual map, it is clear that Fox needs to increase its outreach and presence in the market. This can be done in different ways. For one, increase their social media presence through Instagram –   one of the most influential social media platforms.  Furthermore, organizations such as Gucci have gladly embraced this platform and have reaped the benefits. Secondly, partnering up with organizations with global outreach. An organization such as Calvin Klein is globally known. Many people want to be affiliated with the organization and, as such, purchase their products. Partnering up with such an organization increases their popularity and, as such, increasing their sales and earnings. Additionally, with a brand like this to back them up, this company would be looking at deals with other organizations such as the fashion industry. Lastly, formulating new marketing strategies and increasing their number of stores. It is important to note that the presence is a form of advertising and marketing. Increasing the number of their stores means expanding their presence and thus their customer outreach. In conclusion, the Fox organization could do so much better if they worked on their marketing strategies and delivery. This improves their brand image.