Brand Image Strategy

Brand Image Strategy

Brand image strategy begins with marketers binding the brand to a specific image and then, using advertising to develop this image to give the brand an identity. (Lee, James and Yu 2014) Brand image advertising is known to be a type of transformational advertising where the consumer “perceives that he will be transformed intellectually or socially by using the brand, (Cutler, Thomas and Rao 2000) therefore influencing consumers emotionally to be more willing to accept the product advertised. (Meenaghan 1995) Celebrities who are able to match up with the desired brand image are often chosen by marketers and they have three attributes, namely being attractive, being credible and/or having the relevant expert knowledge. (Hakimi, Abedniya and Zaeim 2011)

Effectiveness of Brand Image Strategy

Brand image strategy is effective in two ways. First, when the transformational advertisement utilized is successful in enhancing the experience of using the brand when compared to the original face value description of the brand. Second, when the transformational advertisement is successful in enabling consumers to only remember the brand when they relate and recall the advertising experience. (INSERTS CITATION HERE)

Therefore Jean Yip’s advertisement is a successful transformation advertisement because it gives consumers the visual experience that with the R6 technology, they are able to experience being someone beautiful and has flawless skin, just like the brand endorser Cheryl Wee. This is something that, with just the description of the brand, is unable to be accomplished. Also the advertisement by Jean Yip is repetitive enough and consistent enough that when consumers just see Cheryl Wee, they will relate it to Jean Yip.

CHICAGO

• Lee, J. Lucy, Jeffrey D. James, and Yu Kyoum Kim. 2014. A reconceptualization of brand image. International Journal of Business Administration 5 (4): 1.
• Cutler, Bob, S. Rao, and Edward Thomas. 2000. Informational/Transformational advertising: Differences in usage across media types, product categories, and national cultures. Journal of International Consumer Marketing 12 (3): 69-83.
• Meenaghan, Tony. 1995. (Meenaghan 1995). Journal of Product & Brand Management 4 (4): 23-34.
• Hakimi, Bardia Yousef, A. Abedniya, and M. N. Zaeim. "Investigate the impact of celebrity endorsement on brand image." European Journal of Scientific Research 58, no. 1 (2011): 116-132.

• Chitty, William, author, Edwina Luck author, Nigel Barker author, Michael Valos author, and Terence A. Shimp author. 2015. Integrated marketing communications. 4th Asia-Pacificition. ed. South Melbourne, Victoria: Cengage Learning. PAGE 164