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ROI of Social Media: How to Improve the Return on Your Social Marketing Investment by Jerry Dimos, Steven Groves, Guy Powell

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8

THE BRAND IMAGE

BRAND IMAGE ACROSS THE MEF

The perceived brand image by each of the MEF personas is involved in virtually all the dimensions making up the MEF. The influencer, the individual and the consumer will each have differing perceptions of the brand influencing their actions relative to the brand.

BRAND IMAGERY

Marketers spend a significant amount of time, brainpower and investment defining, refining and protecting their brand image in order to generate the highest perceived value among their target audience. The brand image represents the emotional image a consumer holds in their mind about a brand. A brand image is made up of a set of emotional attributes that describe the emotions associated with that brand in a consumer's mind. Brand images could include attributes such as, “… this brand is good value for the money,” “… this brand is eco-friendly” or “ … this is a healthy brand.” Brand attributes are emotional and driven by both the advertising and physical experience with the brand. For social media-active individuals, this also includes the virtual experience with the brand. Brand attributes can also represent the perceptions a consumer may have about the physical attributes of a brand. For example, the brand attribute “… this brand is low fat” is different from the physical attribute “… this brand contains 1 percent fat.”

All advertising, regardless of the source of the message—whether its traditional or social media—will have some impact on the brand image and ...

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