Everyone knows the importance of a good brand image. To put it simply, if the company has a good brand image, customers will feel comfortable about doing business with that company resulting in more cash flow and better equity. The better the brand image is, the more chances people are going to view it as the preferred company to interact with. A positive image gives the customers the belief that the company is trustworthy and they can count on it in the future as well. If done well enough, the company might even have a surge of influencers and advocates. Look at Pinterest for example, the company has such a strong brand image that it basically recycles user made content to market itself.
Only a handful of companies can claim to have that perfect positive image. We know that if there was a listing, the companies with negative brand perceptions would outweigh those with positive brand perceptions by a landslide. You might have heard the quote, “It takes only a second to turn a positive image into a negative one but a lifetime to turn it around”. This is entirely true. If a customer decides to eat at a restaurant and loves the food so much that he tries it for the next 12 weeks with the same outcome, we can say that he had a positive image of the brand. But what if on the 13th visit, he got served distasteful food? This would lead to a negative image and chances are, he would never eat there again. That is how powerful human perception can be.
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