EVALUATING THE IMPACT OF BRAND IMAGE ON CUSTOMER LOYALTY AND BUSINESS PERFORMANCE- AIRTEL

A name, sign, symbol, slogan, or anything else used to identify and set apart a particular item, service, or company is called a brand. A proprietary name is a brand name that has legal protection. The product's brand is how it is perceived in the marketplace. Some individuals make a distinction between a brand's experiential and psychological components. The brand experience, or experiential component, is the culmination of all interactions with the brand. The psychological component—also known as the brand image—is a symbolic construct that individuals develop in their brains. It includes all of the knowledge and expectations related to a product or service. In order to provide the idea that a brand connected to a product or service has certain attributes that make it exceptional or distinctive, those involved in branding work to build or align the expectations behind the brand experience. As a result, a brand is one of the most significant components of an advertising theme as it shows what the brand owner can provide to the market. Brand management is the art of building and preserving a brand. Brand orientation is when the whole organisation is focused on its brand. Making the goods or services relevant to the intended market is the goal of careful brand management. As a result, well-designed marketing efforts may effectively persuade people to pay astronomically high prices for goods that are fundamentally quite inexpensive to produce. Because branding often helps to indicate an appealing trait or attribute, consumers may see it as a significant value-added component of goods or services. According to brand owners, branded goods and services are also more expensive. When two items are similar but one lacks a corresponding brand, consumers are more likely to choose the more costly one.