How Does Brand Image Affect Buying Decision?

Brand image is a critical, intangible asset that shapes how consumers perceive a brand. It is not merely a logo but the emotional and cognitive picture customers hold about a brand. This image plays a significant role in buying behaviour, customer loyalty and a company’s long term success. Brand image is built over time by consistently aligning a company’s core values, visual identity and actions with consumer perceptions. A positive brand image fosters trust, lowers perceived risk and boosts buyer confidence.

Statistics show that 81% of consumers require brand trust to make a purchasing choice. When a brand develops a negative brand image due to inconsistency, unethical behaviour, poor service or unmet expectations, it can drive customers away. Understanding how brand image is created and measured is essential for companies that want to maintain a competitive edge and build lasting relationships.

What is Brand Image?

All brands have an image which is the customer’s perception of a brand, based on their interactions, associations and experiences. It goes far beyond visual assets and brand identity and embodies the emotional and memorable connection to the brand. Leading academics, David Aaker and Kevin Keller defined brand image as the focus on the association and perceptions in a consumer’s mind. Both researchers highlighted brand image as its reputation, rather than the company’s intended identity.

The image of a brand is formed through the interaction between a company’s brand strategy and consumer perception. On the one side, the brand strategy includes elements like positioning, messaging, and product or service quality. Essentially, this is what the brand communicates and intends to deliver. On the other side, consumer perception reflects how the customer experiences the product or service which forms the image of the brand. 

In 2017, Uber’s brand image suffered a catastrophic collapse which transformed the company from a celebrated high growth disruptor into a cautionary tale. The brand was positioned as a premium, high tech alternative to taxis. Customers perceived the brand as convenient, reliable, simple and safe. The image drastically changed with reports of toxic corporate culture, illegal business practices, and systematic misogyny. The public’s perception of Uber changed from a revolutionary innovative service to a toxic, unethical bully.

What Influences Brand Image?

Brand image is a dynamic and complex entity that is influenced by both direct experiences and external perceptions. A customer’s view of the company is not static, nor is it solely dependent on what the company says about itself. It is a constantly evolving mental picture formed by a sum total of factors such as customer experience, product and service quality, marketing and messaging, brand associations and company values. A strong brand image transforms a product or service from a mere commodity into a preferred choice. The key factors that influence brand image are:

Reputation

A brand’s reputation is the perception of its character and trustworthiness which is shaped by its actions, customer experiences and products. The reputation is what people think about a brand, its philosophy and the people behind it. Brand reputation is built up over time through the actions of a company and its employees. It can also be influenced by social media, news stories and real life interactions. A successful and well reputed brand that responds poorly in crisis or demonstrates low values will quickly get a bad reputation and reflect a poor image.

Visual Identity

The visual identity of a brand, including colours, logos, typography and imagery, is a critical component that shapes perception, drives recognition and builds trust. The brand design is an important factor in how customers perceive, recognise and emotionally respond to a brand. It plays a key role in the first impressions of a brand, and portrays whether it is professional, modern, affordable or premium. Brand recognition and recall result from the use of the same visual elements across packaging and advertising. Coca-Cola is highly recognisable because of its strong and consistent visual identity and branding elements that have been reinforced over many years. The brand’s signature red and white colour scheme stands out and is consistent across packaging. The classic cursive script is unique and instantly identifiable even without the full name. Apple has one of the most consistent visual identities in the world. The simple iconic logo of a bitten apple is instantly recognisable and often shown in monochrome, black, white or metallic which reinforces the sense of sophistication and modernity. 

Brand Personality

Brand personality refers to the set of human traits associated with the brand such as sincerity, sophistication or excitement. It impacts brand image as it is the mental picture or reputation that customers hold in their mind. Brand personality is expressed through the tone of voice, messaging, design and customer interactions. A brand with a vibrant and lively personality will be seen as youthful and exciting. Kmart advertises its clothes with a playful, fun and relatable personality, using high energy pop music and bright visuals. A reliable and trustworthy brand, on the other hand, may have a serious and professional brand personality. Microsoft positions itself as a trusted partner for businesses and individuals. Using clean lines, muted colour pallets and professional, jargon free language, they clearly communicate the brand’s mission and values to show they are serious about their impact.

Customer Experience

A customer’s experience with a brand directly shapes brand image as it turns the promises into perception. This is the overall experience a customer has with a brand, including all interactions from before, during and after the purchase. Customer experience is formed across a number of channels from advertising to customer and product reviews, pre-purchase and post-purchase support. An ideal customer experience is one that meets or exceeds expectations, while failure to do so can severely tarnish a brand’s reputation and image. Positive customer experiences build loyalty and ensure a positive brand image. Bunnings Australia consistently ranks as one of Australia’s most trusted brands due to its helpful staff, easy return policies and consistent service. On the other hand, negative customer experience damages reputation and can be further exacerbated through reviews on social media or word of mouth. Woolworths and Coles are currently facing high levels of customer distrust and dissatisfaction due to poor customer service and alleged price gouging which has significantly impacted their brand image.

Emotional Connection

When a consumer feels an emotional connection to a brand, they are more likely to feel a closeness that builds trust and loyalty. An emotional connection is a subconscious bond that a customer feels that keeps them returning even when there are other alternatives. When a brand has been able to establish a strong emotional connection with customers, they have contributed significantly to a positive brand image. Consumers are more likely to feel loyal to the brand, promote and advocate for it.

Reasons Brand Image Affects Buying Decisions 

Brand image plays a significant role in shaping consumer buying decisions. It influences purchase intent, encourages repeat business and advocacy, and builds long term customer loyalty. Customers are profoundly affected by a brand’s image as it acts as a mental shortcut to making a purchasing decision. In a crowded marketplace, a well regarded brand, built through consistent messaging and reliability, is more trusted to deliver on their promises. Trust is paramount to consumer buying behaviour with more than 80% of consumers requiring trust in a brand before completing a purchase. 

Brand image acts as a fundamental psychological cue that heavily influences buying decisions and often steers consumers towards products based on perception rather than features. Research suggests that approximately 95% of purchasing decisions are driven by subconscious factors and emotional connections. A strong brand fosters an emotional bond with consumers. When a consumer feels connected to a brand they have a sense of loyalty which is a powerful driver of purchasing decisions. A brand image can often trigger emotions such as joy, nostalgia or security – all strong motivators for buying.

Perceived value and quality are also often linked with a positive brand image. When customers believe a product or service offers good value, balancing the cost with benefits, it increases their satisfaction and likelihood of purchasing. This perceived value serves as a differentiator and acts as a cornerstone for brand trust which strengthens the emotional bond between the consumer and brand.

With visual elements like logos, colours and consistent messaging, brands are more recognisable to consumers. The brand image creates a unique identity that distinguishes it from other competitors. Visual cues are processed 60,000 times faster than text as immediate cognitive shortcuts. Recognisable visual elements that convey a reputable and trustworthy brand image are more likely to be purchased than less identifiable competitors.

Finally, credibility built on consistency, dependability and adherence to core beliefs and values acts as a foundation for a positive brand image. Credible brands are perceived as authentic and transparent which fosters customer loyalty, repeat business and a long term emotional bond. Credible brands are more likely to be defended by customers during times of crisis. 

How a Positive Brand Image Affects Buying Decision

A positive brand image plays a crucial role in encouraging consumer buying. When a brand is perceived in a positive way, consumers feel trust, are loyal and tend to purchase products or services again. Brands that consistently deliver high quality products, maintain strong values, and provide excellent customer service are more likely to develop lasting relationships with customers.

Apple’s image is one of innovation, creativity, premium quality and simplicity. It maintains a strong brand image by focusing on aesthetics and ease of use and creating a cohesive experience across all products. Its brand presence is a constant part of consumers’ daily lives with products from electronics to payments. The visual elements are instantly recognisable with the simple iconic bitten apple logo in a flat, monochrome design.

The Spotify brand image is built on a foundation of personalisation and a user-friendly interface. Consumers associate the brand with creativity, connection and energy. The consistent use of the vibrant green colour palette and sound wave motif creates strong brand recognition and fosters customer loyalty.

The consistency of McDonald’s brand image encourages consumers to continue to go back to the family restaurant. Its iconic golden arches are instantly recognisable. The standardised menu and reliable service create a sense of familiarity and trust. Consumers respond well to their flexibility and willingness to make changes with things like healthier food options or commitment to sustainability with paper straws and take-away packaging.

The brand image of LEGO is one of fun, imagination, creativity and a commitment to learning. Its strong commitment to quality and innovation has helped build a positive and trusted brand image among children and adults. A key part of the LEGO visual identity is a bright and bold colour palette which makes the brand instantly recognisable. 

How a Negative Brand Image Affects Buying Decision

A brand with a negative image often discourages consumer buying. Negative perceptions may occur due to bad publicity, unfavourable customer reviews or product faults. When trust is damaged, consumers are more likely to switch to competitors, decreasing sales and causing companies to lose market share.

When Coca-Cola introduced New Coke as a reformulated version of the original Coca-Cola, it badly affected its brand image. Consumers had a strong emotional attachment to the brand’s original formula and saw it as a betrayal of tradition. Very quickly, the company removed the New Coke and replaced it back with the same original formula with the new name of Coke.

The attempt for Colgate to enter the frozen food market was also a major brand image failure. The introduction of Colgate Kitchen Entrees was a fundamental mismatch with their oral hygiene, fresh and minty toothpaste image. This move caused cognitive dissonance with consumers who found the association between minty breath and frozen meals psychologically unappealing. 

A brand’s image has a significant effect on whether a consumer buys a product or service. A positive brand image builds trust and strengthens emotional connections. It encourages customer loyalty and makes repeat purchases more likely. Negative brand image, on the other hand, damages trust, creates doubt and can push customers towards the competition. At Brandwell we are experts in developing branding strategies to build a strong and impactful brand image. Contact us today to enhance how your brand is seen and experienced.