What is the difference between corporate image and brand image

1. Corporate image refers to the impression and evaluation of the public and employees of the enterprise as a whole. Corporate identity can be built and adjusted through public relations activities. There are many constituent factors of corporate image, which can be manifested as:

Product image refers to the overall impression of the quality, performance, design, shape, name, trademark and packaging of the product;

The image of employees refers to the overall impression of the external public on the service attitude, professional ethics, enterprising spirit and mental outlook of employees such as clothing and appearance;

Subjective image, which refers to the impression of the outside public on the enterprise as imagined by the business leader;

Self-expectation image refers to the impression that the internal members of the enterprise, especially the leaders of the enterprise, hope that the outside world will hold on the enterprise;

The actual image refers to the impression held by the outside world on the current situation of the enterprise, which is the true image of the enterprise;

The image of public relations refers to the impression of the enterprise itself left by the public through the efforts of public relations activities;

2. Brand image refers to the overall impression and evaluation of a certain brand of products on the public or consumers in terms of quality, name, symbol, pattern, color, packaging, reputation, etc. Generally speaking, the brand image represents the product image of the enterprise and is a sign of the credibility of the enterprise.

Reason 1: The competition between enterprises is a brand contest, and the brand contest must first carry out brand image design.

Reason 2: Brand image design can reduce the loss of consumer groups and stabilize the market.

Reason 3: Brand image design is the premise of brand extension for enterprises.

Of course, it is because the brand image design of the enterprise can quickly attract people's attention, deepen the impression of the enterprise, and let people accept the corporate information. Therefore, brand image design is very important to enterprises in order to better promote sales.

Brand image design refers to the design process of establishing a unique external image and internal characteristics for the brand through various elements such as visual, text, and color, so as to enhance brand recognition, shape brand values, and improve consumer loyalty. The aim is to build a brand image with a unique personality and value, so that the brand can be different, and deeply rooted in the hearts of the people, so that consumers have a strong sense of identity and favorability of the brand.

To create a brand image, Zhonghui Design Summary needs the following steps:

Define the company's core values and positioning, and ensure that these concepts are embedded throughout the brand image.

Identify your target audience: Understand who your target users are so you can build a brand image for them that works for them.

Create visual elements: Include logos, colors, fonts, and other visual elements that are concise and easy to remember.

Consistency: Ensure that all brand identity materials are consistent in appearance, language, and style to reinforce brand identity and recognition.

1. Product image.

Product image is the representative of the brand image, the material basis of the brand image, and the most important tangible image of the brand. The brand image is mainly expressed through the image of the product. Product image includes product quality, performance, modeling, variety, specification, style, color, grade, packaging design and service level, product innovation ability, etc.

2. Environmental image.

Environmental image mainly refers to the brand's production environment, sales environment, office environment and various ancillary facilities of the brand. The cleanliness and greening of the brand factory environment, the scale and decoration of the production and business premises, and the technical level of production and operation equipment all reflect the economic strength, management level and spiritual outlook of the brand, and are an important window for the brand to show itself to the public.

3. Performance image.

Performance image refers to the business scale and profitability of the brand, which is mainly composed of product sales (business volume), return on capital and return on assets. It reflects the strength of the brand's management ability and the level of profitability, is a direct manifestation of the brand's production and operation status, and is also the foundation of the brand's pursuit of a good brand image.

4. Social image.

Social image refers to the brand through non-profit and public relations social behavior to create a good brand image, in order to win social recognition and goodwill. Including: law-abiding, honest management, safeguarding the legitimate rights and interests of consumers; Protecting the environment and promoting ecological balance; Care about the prosperity and development of the community in which you live, and make your own contributions; Pay attention to social welfare undertakings, promote the construction of social spiritual civilization, and so on.

Brand image refers to the personality characteristics of an enterprise or one of its brands in the market and in the minds of the public, which reflects the evaluation and cognition of the brand, especially by consumers. Brand image and brand are inseparable, image is the characteristics of the brand, reflecting the strength and essence of the brand. The brand image includes the product name, packaging, pattern advertising design, etc.

Image is the foundation of the brand, so enterprises must attach great importance to shaping the brand image.

The brand image is the aggregate of all the associations that consumers have with the brand, and it reflects the picture of the brand in the consumer's memory. Brand associations are formed as a result of both marketing and non-marketing activities. Consumers' associations with brands can be obtained through channels controlled by the company or channels not controlled by the company.

Brandcharacter is a special type of brand symbol and is the transmitter of brand image. Therefore, the brand image representation is essentially a brand identity. It is often based on human beings themselves or real life, and is launched in the form of advertising.

Brand image representation generally includes two categories: fictional images and real-life character archetypes. The brand identity composed of avatars has many disadvantages:

Mickey Mouse, Mr. Michelin, the Haier brothers, etc.

The Pinor or Mausoleum logo composed of real people includes: Colonel Sandoz of KFC, and the image of a man dressed in Quaker parishioner clothing on the Quaker cereal logo.

The corporate brand image can be divided into internal image and external image according to its performance, and the internal image mainly includes product image and cultural key image; The external image includes the image of the brand identity system and the credibility of the brand in the market and consumers.

The product image is the basis of the brand image, and it is the image that is associated with the functional characteristics of the brand.

Potential consumers' perception of a brand is first and foremost reflected through their perception of the product's features.

A brand is not illusory, but because it can meet the material or psychological needs of consumers, and this satisfaction is closely related to its products.

The luxurious and noble brand image of Mercedes-Benz sedans first comes from its safe, comfortable and first-class quality sedans.

When potential consumers have a high evaluation of the product and have strong trust, they will transfer this trust to the abstract brand and have a higher evaluation of its brand, thus forming a good brand image.

Brand cultural image refers to the cognition and evaluation of the brand culture or the overall culture of the enterprise embodied by the public and users.

Corporate culture is the concentrated embodiment of corporate behavior such as business philosophy, values, ethics, code of conduct, etc., and also reflects the spiritual outlook of an enterprise, which has a subtle edifying effect on its consumer groups and employees.

Brand culture and the company's environmental image, employee image, entrepreneur image, etc. together constitute a complete corporate culture.

Behind the brand is culture, and behind every successful brand is its deep cultural soil, and there is a story that conveys truth, goodness and beauty.

The word "McDonald's" encompasses not only crispy fries, delicious hamburgers and refreshing ice cream, but also the American fast food culture it represents, and the modern lifestyle it embodies.

The brand identity system refers to the cognition and evaluation of the brand identity system by consumers and the public.

The brand identity system includes the appearance of products and brands such as brand name, trademark design, logo word, standard color, and packaging and decoration.

The initial evaluation of the brand by the public comes from its visual image, whether it is delicate or rough, warm and bright or noble and mysterious, and the brand image is the most direct and fast way to convey the brand image to consumers through the brand identity system.

Especially in modern society, where products are extremely abundant and new product launches are dizzying, a brand can only further capture their wallets and hearts if they first catch the attention of consumers.

Walking into the mall, the dazzling array of goods and the appearance of noisy states with different colors and attractive patterns are pleasing to the eye, and the era of not paying attention to the appearance of the brand has passed.

Brand reputation refers to the perception and evaluation of consumer and public trust in a brand, which is essentially the reputation of the product.

The establishment of brand reputation requires the joint efforts of all aspects of the enterprise, products, services and technologies are indispensable, and pay attention to the delivery of goods according to the delivery date stipulated in the contract and the timely transfer of accounts payable.

Brand reputation is the magic weapon to maintain customer brand loyalty, and it is important for the brand to maintain its charm.