The important roles of brand Brand is a name which is present in every consumer’s mind (Mooij, 1998) and it is categorized by a symbol or a name which can provide the importance and differentiate the goods and services from the rivals (Aaker, 1991; Keller, 1998). Hence brand is a combination of many
Kuwait Chapter of Arabian Journal of Business and Management Review Vol. 4, No May. 2015 27 things which are related to packaging, advertisement, products, promotion and its overall presentation (Murphy, 1998). From the consumers point of view, brand is a name of reliability and quality of products (Roman et al., 2005). Consumers would like to buy and use branded products to highlight their personality indifferent situations (Aaker, 1999; Fennis and Pruyn, Successful branding can make consumers aware about the brand and can increases the chances of profitability for an organization and this is possible by buying the company’s products and services (Doyle, 1999). The characteristics of successful brands A brand can survive for long term if it maintains in a good manner that can satisfy consumers needs continuously (Batchelor, 1998; Murphy, 1998). Successful brands can be totally different in nature but they share some common things, for examples consistent quality and well-priced products (Murphy, Quality can be further divided into service quality & product quality. Service quality is judged by its Empathy, Responsiveness, competence, reliability & Tangibility. While product quality is perceived by its seven dimensions Features, Performance, Durability, Reliability, Conformance with specification and Serviceability (Aaker When consumer find all the above mentioned things in a brand then they show reliability with that brand. There are four elements for building a successful brand, namely tangible product, augmented brand, basic brand and potential brand as mentioned by Levitt (1983). Brand Image Since s, Brand Image becomes a significant concept for customer’s behavior research. The brand image is a glass reflection of the brand personality.Keller's was proposed by Aaker who defined that brand image is stated as a set of associations, which are organized in some meaningful way. Brand image is developed from consumer interpretation, whether emotional or logical. According to Hsieh, Pan, and Setiono (2004), "a successful brand image allows consumers to recognize the needs that the brand satisfies and to distinguish the brand from its competitors, and increases the probability that consumers will purchase the brand" (p. 252). A company’s product or services can gain abetter position in the market, sustainable competitive advantage, and increase market share (Park, Jaworski, &MacInnis, 1986). Hence several empirical findings have confirmed that a favorable image will lead to brand equity (Faircloth, Capella, & Alford, 2001; Biel, 1992; Aaker, 1991; Keller, 1993), loyalty (e.g. Koo, 2003; Kandampully&Suhartanto, 2000; Nguyen & LeBlanc, 1998), purchase behavior (Hsieh et al., 2004) and brand performance (Roth, 1995). Reynolds (1965) noted that "an image is the psychological concept established by the consumer on the basis of a few particular impressions among the total impressions it comes into being through an innovative process in which these selected impressions are expanded, exaggerated, and systematic" (p. 69). Kotler (2001) defined image as "the set of impressions, beliefs and ideas that a person holds about an object" (p. 273). On the other hand, Keller (1993) considered brand image as "a set of perceptions related with brand associations in consumer's memory" (p. 3). Aaker (1991) proposed a similar definition to Keller brand image is referred to as "a set of associations which are generally systematized in some meaningful way" (p. 109). However Biel (1992) defined brand image as "a cluster of associations and attributes that consumers associate to the brand name" (p. 8). Past purchasing experiences and familiarity with the brand can generate consumer perception and can enhance their buying decision (Aaker, 1991). Brand
Kuwait Chapter of Arabian Journal of Business and Management Review Vol. 4, No May. 2015 28 image plays an important role in customer’s perception about overall quality of a product or service (Aaker, 1991; Keller, 1998; Yasin, 2007).