The Impact of Channel and Brand Images on Marketing Strategy Success

This essay explores the critical relationship between channel image and brand image within the field of marketing. Brand image is defined as the perception users associate with a specific brand, while channel image encompasses the characteristics customers link with a particular distribution channel. The essay emphasizes the importance of marketers understanding and leveraging both concepts to create effective marketing strategies. It discusses the challenge of aligning channel image with brand image, suggesting that while vertical integration isn't always necessary, a consistent channel image that reinforces the brand image is crucial, especially when the brand image is strong. Visual consistency across all channels is highlighted as essential for establishing brand recognition, and the essay cautions against channel images that could dilute or negatively impact the overall brand perception. The stability and consistency in connecting channel and brand image is significant only if it elevates the brand image.

Running Head: Channel and Brand Images
Channel AND BRAND IMAGES

Channel and Brand Images
Channel Images and brand images are related to the marketing field. In this field, both images
are considered to be important for knowing the triumph of the brand. Brand image is type
which users link with certain brand. Channel image is characteristics which customer link
with the certain distribution channel. Hence, these are related with each other but in a way,
differ and are actually based on two different things. At the time of decision on creating the
efficient marketing strategy, the marketers must think about the usage of the two concepts in
a correct method(Mabkhot, Salleh, & Shaari, 2015).
The major problem is to decide if channel image must be continuous with brand image. It
does not need to be meant that certain brand must set up its own delivery channel via vertical
combination. It might suggest unique brand using a similar channel image as brand image
will be efficient whether brand image is tough & attractive. Though, if brand image is not
sufficient, vertical integration will never be sensible option (Lin & Nang, 2012).
Brand image should have a visual consistency. Brand should be able to motivate the total
recall around the myriad of the channels for establishing the whole user brand recognition.
If one thinks of a logo as the door of entry for the brand, the visual identity factors are the
facing walls which helps and covey the brand’s visual essence. Such visual factors work
together for establishing collective brand image. The elements of the visual identity which
makes up the look for the brand and the feel too, they both are same and they all sync
together for delivering consistency (Filkovskaia, 2017).
If in terms of consistency is talked about with respect to usage of the channel with the same
value with brand but that which are not vertically incorporated, stability is never required.
Consistency is significant only whether the channel image balances or grows brand image. It
is also significant when the usage of many channels for avoiding thinning of brand image.
Though, if channel image is at a lower side as compared to brand image, this will always
have a pessimistic force of brand image. Hence, consistency in connecting channel image &
brand image is uncertain if it grows the brand image.
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Channel and Brand Images
References
Filkovskaia, J. (2017). Influence of Visuals in Digital Brand Identity. Retrieved June 6, 2018,
from https://www.theseus.fi/bitstream/handle/10024/125452/FilkovskaiaJuliia.pdf?
sequence=1
Lin, W. C., & Nang, Y. (2012). The Effect of Advertisement Frequency on the
Advertisement Attitude-The controlled Effects of Brand Image and Spokesperson's
Credibility. Social and Behavioral Sciences, 57, 352-359.
Mabkhot, H. A., Salleh, S. M., & Shaari, H. (2015). The Influence of Brand Image and Brand
Personality on Brand Loyalty. Aust. J. Basic & Appl. Sci, 9(7), 493-497.
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