Brand Image

DM106 E-Commerce : Creating an online brand


Brand is the image people have of your company or product. It’s who people think you are

Brand image is the customer's perception of your brand based on their interactions. It can evolve over time and doesn't necessarily involve a customer making a purchase or using your products and/or services


A positive brand image is important, as more than 90% of all purchase decisions taken by customers these days are based on brand image and nothing else. It is not just about getting any particular product or service but also accessing a brand's reputation, prestige, perceived goodwill, and quality as a whole


Steps to Building a Brand Online:

Step 1: Stand out with a unique brand name. ...

Step 2: Create a recognizable logo. ...

Step 3: Build a great, easy to navigate website. ...

Step 4: Share your brand across different social platforms. ...

Step 5: Build an email list. ...

Step 6: Engage with your target audience and stay active.


The process of branding is complete only when you have carefully defined and considered these five key elements: promise, position, personality traits, story and associations

A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

"The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.”



Coca-Cola is a brand known for a product best used at the time of happiness, joy, and good experience. It is the 'original cola' and has a 'unique taste'. Woodland Shoes are solid and are an ideal choice for outdoors. They last very long

  1. Brand Identity

  2. Research your audience, value proposition, and competition.

  3. Design the logo and a template for it.

  4. Integrate language you can use to connect, advertise, and embody on social media.

  5. Know what to avoid.

  6. Monitor your brand to maintain its brand identity.

Brand Identifier means a word or phrase that functions as a trademark and/or brand name for a good or service, which would qualify for trademark protection and registration without the addition or inclusion of any other word or words (irrespective of whether trademark registration exists or is sought for said word. Brand differentiation is a process undertaken by companies who seek to ensure their brand stands out from their competitions'.


Brand differentiation is an essential aspect of a brand marketing strategy. It enables companies to reveal their profitable qualities that help develop a unique selling proposition. This way, they understand their competitive advantage and stand out among competitors

brand identity is made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact with your company.

Brand differentiation happens when a product or service matches superior performance with an important customer benefit, according to Phillip Kotler and Kevin Lane Keller. A customer benefit is either something tangible or intangible that the market needs or values.

provides a consistent, logical, and satisfying customer experience that fulfills the promise of the company's unique value proposition.

excitement, sincerity, ruggedness, competence, and sophistication. Customers are more likely to purchase a brand if its personality is similar to their own.


Brand Promise

  1. Nike - The Nike brand promise goes way beyond its famous tagline, “Just do it.” Nike’s brand promise is: “To bring inspiration and innovation to every athlete* in the world.” The asterisk in the brand promise says that if you have a body, you’re an athlete.

  2. Starbucks - Starbucks positions itself as a company that brings more to the world than a great cup of coffee. It sees itself as a lifestyle brand and the promise it makes to consumers backs that up: “To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.”

  3. Coca-Cola - “To refresh the world… To inspire moments of optimism and uplift… To create value and make a difference.” While the Nike and Starbucks brand promises imply the product they create, Coca-Cola’s doesn’t mention a product or service at all. It aims for a mindset.

Ref: https://www.workfront.com/blog/the-5-building-blocks-of-an-effective-brand-promise


Lakshminarasimman V Rao |JSS| 21DM106|E-Commerce| JSS |Study Notes| Corporate Neeti Consulting | Mysuru|23MAR2022

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All data above is a combination of data downloaded/searched from Internet, notes and views of Students, purpose of this doc is for research and education only and responses received from Class students and interaction.

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