{"id":6081,"date":"2021-03-26T01:50:17","date_gmt":"2021-03-26T01:50:17","guid":{"rendered":"https:\/\/www.thebrandingjournal.com\/?p=6081"},"modified":"2023-06-26T14:20:46","modified_gmt":"2023-06-26T14:20:46","slug":"brand-image","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2021\/03\/brand-image\/","title":{"rendered":"All You Need To Know About Brand Image"},"content":{"rendered":"\n<p><span data-preserver-spaces=\"true\">Brand image plays a central role in defining which brands can better survive and succeed in their relative markets. This article defines brand image and outlines its importance, before looking at building, improving, and measuring brand image to better position yourself in the market.<\/span><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/03\/brand-image\/#What_Is_a_Brand_Image\" >What Is a Brand Image?&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/03\/brand-image\/#Distinguishing_Brand_Image_from_Other_Branding_Concepts\" >Distinguishing Brand Image from Other Branding Concepts&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/03\/brand-image\/#Why_is_Brand_Image_So_Important\" >Why is Brand Image So Important?&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/03\/brand-image\/#How_to_Build_Brand_Image\" >How to Build Brand Image?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/03\/brand-image\/#How_to_Improve_Brand_Image\" >How to Improve Brand Image?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/03\/brand-image\/#How_to_Measure_Brand_Image\" >How to Measure Brand Image<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/03\/brand-image\/#Brand_Image_Examples\" >Brand Image Examples<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/03\/brand-image\/#Key_Takeaways\" >Key Takeaways<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"1--what-is-a-brand-image--\"><span class=\"ez-toc-section\" id=\"What_Is_a_Brand_Image\"><\/span><span data-preserver-spaces=\"true\">What Is a Brand Image?&nbsp;<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span data-preserver-spaces=\"true\">Two leading branding academics, David Aaker and Kevin Keller have proposed two definitions of brand image:&nbsp;<\/span><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><span data-preserver-spaces=\"true\">&#8220;A set of associations relating to things like product attributes, benefits or price, that are organized in meaningful ways.&#8221; (Aaker, 1993)<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">&#8220;Perceptions about a brand reflected as associations in the minds of consumers&#8221; (Keller, 1993)<\/span><\/p>\n<\/blockquote>\n\n\n\n<p><span data-preserver-spaces=\"true\">Keller believes that associations are built up as we:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span data-preserver-spaces=\"true\">Directly experience brands and receive information about them<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Indirectly make inferences based on our pre-existing brand knowledge, for example, country of origin.&nbsp;<\/span><\/li>\n<\/ul>\n\n\n\n<p><span data-preserver-spaces=\"true\">Suppose the attributes and benefits of the brand positively satisfy customers. In that case, there will be an overall favorable attitude towards the brand, and the brand can be said to have a positive brand image.&nbsp;<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Put simply, brand image is all about how people feel about a brand and how they perceive it. It\u2019s important to note that even those who do not need or use your products or services can form associations and create an image of you in the same way, so brand image is essential across the board.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"\/wp-content\/uploads\/2021\/03\/Blog-TBJ4.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"400\" src=\"\/wp-content\/uploads\/2021\/03\/Blog-TBJ4.jpg\" alt=\"brand image diagram\" class=\"wp-image-6102\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/Blog-TBJ4.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/Blog-TBJ4-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/Blog-TBJ4-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/Blog-TBJ4-380x190.jpg 380w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"2--distinguishing-brand-image-from-other-branding-concepts--\"><span class=\"ez-toc-section\" id=\"Distinguishing_Brand_Image_from_Other_Branding_Concepts\"><\/span><span data-preserver-spaces=\"true\">Distinguishing Brand Image from Other Branding Concepts&nbsp;<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3--brand-image-vs-brand-identity-\"><span data-preserver-spaces=\"true\">Brand Image vs. Brand Identity<\/span><\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">Confusing brand image and brand identity is something Aaker calls the \u201cbrand image trap\u201d (Aaker, 1996).&nbsp;<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Brand identity concerns what the<\/span><em><span data-preserver-spaces=\"true\">&nbsp;company&nbsp;<\/span><\/em><span data-preserver-spaces=\"true\">is trying to communicate about itself and the associations it wants customers to form regardless of whether this turns out to be the end result or not.&nbsp;<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">It is this end perception that&nbsp;<\/span><em><span data-preserver-spaces=\"true\">consumers<\/span><\/em><span data-preserver-spaces=\"true\">&nbsp;actually hold which is brand image. A company can control its brand identity and always endeavor to align this with the brand image that actually exists externally in consumers\u2019 minds.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-theme-palette-3-color has-theme-palette-7-background-color has-text-color has-background\"><tbody><tr><td><strong>Brand Identity<\/strong><\/td><td><strong>Brand Image<\/strong><\/td><\/tr><tr><td>Developed internally<\/td><td>Developed externally<\/td><\/tr><tr><td>Who do you want to be? (The company\u2019s desired image)<\/td><td>How do consumers feel about you? (The consumer\u2019s perceived image)<\/td><\/tr><tr><td>Active in nature<\/td><td>&nbsp;Passive in nature<\/td><\/tr><tr><td>Forward-looking: continually trying to create and establish your desired identity<\/td><td>Backward-looking: your identity based on consumers\u2019 changing perceptions of you over time<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4----brand-image-vs-brand-awareness-\"><span data-preserver-spaces=\"true\"><\/span><span data-preserver-spaces=\"true\">Brand Image vs. Brand Awareness<\/span><\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">Brand awareness is also often confused with brand image.&nbsp;<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Brand awareness concerns how consumers can think of a brand when they begin a product or service search. It\u2019s all about brand salience and how prominent a brand is in a consumer\u2019s mind, and therefore relates more to memory and recall.&nbsp;<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Brand image, however, concerns the brand associations and perceptions built-up over time which paints a picture of the brand overall.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"5--why-is-brand-image-so-important--\"><span class=\"ez-toc-section\" id=\"Why_is_Brand_Image_So_Important\"><\/span><span data-preserver-spaces=\"true\">Why is Brand Image So Important?&nbsp;<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"\/wp-content\/uploads\/2021\/03\/Blog-TBJ2.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2021\/03\/Blog-TBJ2.jpg\" alt=\"brand-image-opinions\" class=\"wp-image-6092\" width=\"800\" height=\"400\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/Blog-TBJ2.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/Blog-TBJ2-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/Blog-TBJ2-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/Blog-TBJ2-380x190.jpg 380w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"6-1-competitive-advantage----\">1. Competitive Advantage <span data-preserver-spaces=\"true\">&nbsp;<\/span><\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">Brand image can positively impact <a href=\"https:\/\/www.thebrandingjournal.com\/2021\/02\/brand-equity\/\">brand equity<\/a><\/span><span data-preserver-spaces=\"true\"> and is therefore vital to capturing a larger proportion of the market share. This allows companies to charge premium prices, which customers will actually be willing to pay or implement brand or product extension strategies more successfully since consumers view you positively and therefore trust you to deliver.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"7-2-positive-reputation\">2. Positive Reputation<\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">A positive brand image implies that existing and potential customers view your brand as being one that satisfies or could satisfy their needs successfully (through physical product attributes and benefits, or more intangible benefits such as a desirable price point).<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"8-3-overall-reflection-of-management\">3. Overall Reflection of Management<\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">As perceived by consumers, your brand image can be seen as a reflection of how well you manage your business and meet the needs of the market overall. This will impact how well you can compete with other incumbent firms.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"9--how-to-build-brand-image-\"><span class=\"ez-toc-section\" id=\"How_to_Build_Brand_Image\"><\/span><span data-preserver-spaces=\"true\">How to Build Brand Image<\/span>?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"10-1-work-on-your-brand-identity\">1. Work on Your Brand Identity<\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">A company cannot control its brand image but can manage its brand identity, amongst other aspects of a brand strategy. Therefore it\u2019s essential to truly understand what you want your brand to stand for, and communicate this effectively to the market and beyond. This ensures the company can build up positive associations, which are then converted into the perceptions comprising brand image.&nbsp;<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Sending out well-defined messages about the values and missions underpinning your brand can, in turn, lead to positive external perceptions (brand image) which align closely with your internally desired identity (brand identity).<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Similarly, it\u2019s vital to ensure that your values and missions are relevant and valuable to your target audience. Being customer-centric enables you to indirectly impact the associations consumers form towards you, allowing you to influence the creation of brand images indirectly.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"11---2----create-positive-customer-experiences---\"><span data-preserver-spaces=\"true\">&nbsp;2. <\/span><strong><span data-preserver-spaces=\"true\">Create Positive Customer Experiences&nbsp;<\/span><\/strong><\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">Brand image is primarily formed through direct experiences customers have with your brand. Making a good impression at all customer touch-points therefore becomes crucial.&nbsp;<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">This might be a seamless online experience or a physical in-store experience comprised of excellent customer service. This means well-trained and enthusiastic employees, as well as ensuring that your store is clean and easy to navigate or that your packaging is attractive and speaks to your desired identity.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"12--3----position-your-brand-well---\"><span data-preserver-spaces=\"true\">3. <\/span><strong><span data-preserver-spaces=\"true\">Position Your Brand Well&nbsp;<\/span><\/strong><\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">Positioning concerns how you intend to deliver value to consumers in a unique and personal way to your target customer. Amazon, for example, has a mission to \u201ccontinually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything\u2026\u201d (<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.aboutamazon.co.uk\/uk-investment\/our-mission\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">https:\/\/www.aboutamazon.co.uk\/uk-investment\/our-mission<\/span><\/a><span data-preserver-spaces=\"true\">).&nbsp;<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">This immediately speaks to how Amazon wishes to be perceived by consumers, and through this clear statement, if delivered to consumers successfully, Amazon can indirectly build its brand image.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"13-4-invest-in-effective-communications\">4. Invest in Effective Communications<\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">There is no use in formulating your desired identity and attempting to shape a consumer\u2019s real image of you without adequate means of communication. Brand image can be influenced by creatively advertising what you stand for, thereby creating strong, unique, and relevant associations in consumers\u2019 minds.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"14--how-to-improve-brand-image-\"><span class=\"ez-toc-section\" id=\"How_to_Improve_Brand_Image\"><\/span><span data-preserver-spaces=\"true\">How to Improve Brand Image<\/span>?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"\/wp-content\/uploads\/2021\/03\/Blog-TBJ3.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2021\/03\/Blog-TBJ3.jpg\" alt=\"building-brand-image\" class=\"wp-image-6093\" width=\"800\" height=\"400\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/Blog-TBJ3.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/Blog-TBJ3-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/Blog-TBJ3-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/Blog-TBJ3-380x190.jpg 380w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/figure>\n\n\n\n<p><span data-preserver-spaces=\"true\">Since companies can only control brand image indirectly and to a limited extent, it\u2019s important to improve your existing brand image as best as possible. This can be done very practically in several ways, for example:&nbsp;<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span data-preserver-spaces=\"true\">Monitoring word of mouth, which can contribute to the formation of perceptions that comprise brand image<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Ensuring consistent delivery of the value you promise to consumers in your positioning statement <\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Continually communicating your unique values and attributes through marketing strategies <\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Providing high-quality products or services, focusing on the customer experience<\/span><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"15--how-to-measure-brand-image-\"><span class=\"ez-toc-section\" id=\"How_to_Measure_Brand_Image\"><\/span><span data-preserver-spaces=\"true\">How to Measure Brand Image<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span data-preserver-spaces=\"true\">Measuring brand image using a single metric can be tricky since it concerns subjective perceptions. However, it remains important in allowing managers to identify positive and negative associations of their brand, which they can then address and realign with their core values and missions.&nbsp;<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Some ways you can measure brand image include:<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"16--1-measuring-brand-perception-via-focus-groups-surveys-and-social-media-listening-\"><span data-preserver-spaces=\"true\">1. Measuring Brand Perception via Focus Groups, Surveys, and Social Media Listening<\/span><\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">This involves understanding how consumers perceive your brand. The more positive their perceptions, the more favorable your brand image:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><span data-preserver-spaces=\"true\">Brand perception surveys<\/span><\/strong><span data-preserver-spaces=\"true\">&nbsp;enable companies to evaluate how and how well consumers resonate with their brand and how far they understand the values and missions you are trying to convey.<\/span><\/li>\n\n\n\n<li><strong>Focus groups<\/strong>&nbsp;can achieve similar results through more informal discussions where organizations can gauge the general beliefs and attitudes towards a brand, and from there, gain an understanding of the overall strength and nature of the brand image.<\/li>\n\n\n\n<li><strong>Social Media Listening can be achieved via<\/strong>&nbsp;monitoring conversations and mentions involving the brand on social media<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"17-----------2--brand-concept-maps--\"><span data-preserver-spaces=\"true\"><\/span><strong><span data-preserver-spaces=\"true\"><\/span><\/strong><span data-preserver-spaces=\"true\"><\/span><span data-preserver-spaces=\"true\"><\/span>2. <span data-preserver-spaces=\"true\">Brand Concept Maps&nbsp;<\/span><\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">These are visual representations of brand associations as formed by consumers.&nbsp;<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">The first step is to identify a set of associations through conducting market research (perhaps using focus groups or surveys as mentioned above).&nbsp;<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Secondly, an organization can map out these associations as relevant to their brand before finally combining them to form an aggregate map depicting an overall sense of the company\u2019s brand image (John et al. 2006).&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"18------3-semantic-differential-scaling--\"><strong><span data-preserver-spaces=\"true\"><\/span><\/strong><span data-preserver-spaces=\"true\">3. Semantic Differential Scaling&nbsp;<\/span><\/h3>\n\n\n\n<p><span data-preserver-spaces=\"true\">This method uses polar opposite adjectives or adverbs as endpoints on a scale, which customers can use to rate a brand. Each response can be quantified by a numerical score which can then be used to find an average. This gives a company an overall sense of how positively their brand is perceived, and hence how positive or negative their brand image is (Plumeyer et al., 2017).<\/span><span data-preserver-spaces=\"true\"><\/span><span data-preserver-spaces=\"true\"><\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"19--brand-image-examples-\"><span class=\"ez-toc-section\" id=\"Brand_Image_Examples\"><\/span><span data-preserver-spaces=\"true\">Brand Image Examples<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"20--victoria%E2%80%99s-secret--\"><span data-preserver-spaces=\"true\">Victoria\u2019s Secret&nbsp;<\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"\/wp-content\/uploads\/2021\/03\/victorias-secret-brand-image.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2021\/03\/victorias-secret-brand-image.jpg\" alt=\"victoria's secret brand image\" class=\"wp-image-6096\" width=\"800\" height=\"400\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/victorias-secret-brand-image.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/victorias-secret-brand-image-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/victorias-secret-brand-image-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/victorias-secret-brand-image-380x190.jpg 380w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/figure>\n\n\n\n<p><span data-preserver-spaces=\"true\">Victoria\u2019s Secret is often perceived as being only for very petite women, with products largely overpriced and therefore inaccessible, contributing to a poor brand image. On the other hand, the brand also has positive perceptions of being exclusive, high quality, and well-designed.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"21--coca-cola--\"><span data-preserver-spaces=\"true\">Coca-Cola&nbsp;<\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"\/wp-content\/uploads\/2021\/03\/coca-cola-brand-image.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2021\/03\/coca-cola-brand-image.jpg\" alt=\"coca-cola brand image\" class=\"wp-image-6097\" width=\"800\" height=\"400\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/coca-cola-brand-image.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/coca-cola-brand-image-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/coca-cola-brand-image-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/coca-cola-brand-image-380x190.jpg 380w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/figure>\n\n\n\n<p><span data-preserver-spaces=\"true\">Coca-Cola is often perceived as fresh, joyful and positive, and is associated with moments with close friends, youth, and refreshment. Some consumers, however, might perceive Coca-Cola as unhealthy.<\/span><\/p>\n\n\n\n<div class=\"thebr-posts-end-2\" style=\"text-align: center;\" id=\"thebr-633724132\"><div id=\"thebr-298633058\"><a class=\"advanced-image\" href=\"https:\/\/edu.thebrandingjournal.com\/brand-improvement-mini-course?utm_source=website&#038;utm_medium=banner&#038;utm_campaign=mini_course_articles&#038;utm_content=green\" data-bid=\"1\" data-no-instant=\"1\" rel=\"noopener\">\r\n    <picture>\r\n        <source media=\"(max-width: 991px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Mini-Course-Green-300x250-1.png\" type=\"image\/png\"\/>\r\n        <source media=\"(min-width: 992px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Mini-Course-Green-600x300-1.png\" type=\"image\/png\"\/>\r\n        <img decoding=\"async\" class=\"banner\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Mini-Course-Green-600x300-1.png\" alt=\"mini-course image\"\/>\r\n    <\/picture>\r\n<\/a>\r\n<\/div><\/div><h3 class=\"wp-block-heading\" id=\"22--nike--\"><span data-preserver-spaces=\"true\">Nike&nbsp;<\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"\/wp-content\/uploads\/2021\/03\/nike-brand-image.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2021\/03\/nike-brand-image.jpg\" alt=\"nike brand image\" class=\"wp-image-6098\" width=\"800\" height=\"400\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/nike-brand-image.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/nike-brand-image-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/nike-brand-image-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/nike-brand-image-380x190.jpg 380w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/figure>\n\n\n\n<p><span data-preserver-spaces=\"true\">Nike is perceived predominantly as innovative, sleek and athletic, and is associated with victory, determination, and motivation.&nbsp;<\/span><\/p>\n\n\n\n<p><span data-preserver-spaces=\"true\">Nike enhances these images through their advertising campaigns and celebrity endorsements, and interestingly the brand name itself is shared with the Greek goddess of victory.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"23--key-takeaways-\"><span class=\"ez-toc-section\" id=\"Key_Takeaways\"><\/span><span data-preserver-spaces=\"true\">Key Takeaways<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Brand image relates to how consumers view your brand, your offering, and what you stand for.<\/li>\n\n\n\n<li>Brand image is essential in developing strong brand equity and therefore competing successfully in the market.<\/li>\n\n\n\n<li>Knowing and communicating what your brand stands for and creating positive customer experiences are significant ways you can indirectly build your brand image.<\/li>\n<\/ul>\n\n\n<style>.kt-accordion-id_7944c5-1a .kt-accordion-inner-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:10px;}.kt-accordion-id_7944c5-1a .kt-accordion-panel-inner{border-top:0px solid var(--global-palette3, #1A202C);border-right:2px solid var(--global-palette3, #1A202C);border-bottom:2px solid var(--global-palette3, #1A202C);border-left:2px solid var(--global-palette3, #1A202C);border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;background:var(--global-palette7, #EDF2F7);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-right:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 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.kt-accordion-header-wrap .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle )  > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette3, #1A202C);}.kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-icon-trigger{background:var(--global-palette3, #1A202C);}.kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette7, #EDF2F7);}.kt-accordion-id_7944c5-1a > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header:hover, \n\t\t\t\tbody:not(.hide-focus-outline) .kt-accordion-id_7944c5-1a .kt-blocks-accordion-header:focus-visible{color:var(--global-palette4, #2D3748);background:var(--global-palette7, #EDF2F7);border-top:2px solid var(--global-palette3, #1A202C);border-right:2px solid var(--global-palette3, #1A202C);border-bottom:2px solid var(--global-palette3, #1A202C);border-left:2px solid var(--global-palette3, #1A202C);}.kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:before, body:not(.hide-focus-outline) .kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-blocks-accordion--visible .kt-blocks-accordion-icon-trigger:after, body:not(.hide-focus-outline) .kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette4, #2D3748);}.kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger, body:not(.hide-focus-outline) .kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger{background:var(--global-palette4, #2D3748);}.kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:before, body:not(.hide-focus-outline) .kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger:after, body:not(.hide-focus-outline) .kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette7, #EDF2F7);}.kt-accordion-id_7944c5-1a .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible,\n\t\t\t\t.kt-accordion-id_7944c5-1a > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header.kt-accordion-panel-active{color:var(--global-palette3, #1A202C);background:var(--global-palette7, #EDF2F7);border-top:2px solid var(--global-palette3);border-right:2px solid var(--global-palette3, #1A202C);border-bottom:2px solid var(--global-palette3, #1A202C);border-left:2px solid var(--global-palette4, #2D3748);}.kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( 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.kt-accodion-icon-style-arrow ) .kt-blocks-accordion-header.kt-accordion-panel-active .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id_7944c5-1a:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-header.kt-accordion-panel-active .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette7, #EDF2F7);}@media all and (max-width: 1024px){.kt-accordion-id_7944c5-1a .kt-accordion-panel-inner{border-top:0px solid var(--global-palette3, #1A202C);border-right:2px solid var(--global-palette3, #1A202C);border-bottom:2px solid var(--global-palette3, #1A202C);border-left:2px solid var(--global-palette3, #1A202C);}}@media all and (max-width: 1024px){.kt-accordion-id_7944c5-1a > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header{border-top:2px solid var(--global-palette3, #1A202C);border-right:2px solid var(--global-palette3, 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var(--global-palette3, #1A202C);border-bottom:2px solid var(--global-palette3, #1A202C);border-left:2px solid var(--global-palette4, #2D3748);}}@media all and (max-width: 767px){.kt-accordion-id_7944c5-1a .kt-accordion-inner-wrap{display:block;}.kt-accordion-id_7944c5-1a .kt-accordion-inner-wrap .kt-accordion-pane:not(:first-child){margin-top:10px;}.kt-accordion-id_7944c5-1a .kt-accordion-panel-inner{border-top:0px solid var(--global-palette3, #1A202C);border-right:2px solid var(--global-palette3, #1A202C);border-bottom:2px solid var(--global-palette3, #1A202C);border-left:2px solid var(--global-palette3, #1A202C);}.kt-accordion-id_7944c5-1a > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header{border-top:2px solid var(--global-palette3, #1A202C);border-right:2px solid var(--global-palette3, #1A202C);border-bottom:2px solid var(--global-palette3, #1A202C);border-left:2px solid var(--global-palette3, #1A202C);}.kt-accordion-id_7944c5-1a > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header:hover, \n\t\t\t\tbody:not(.hide-focus-outline) .kt-accordion-id_7944c5-1a .kt-blocks-accordion-header:focus-visible{border-top:2px solid var(--global-palette3, #1A202C);border-right:2px solid var(--global-palette3, #1A202C);border-bottom:2px solid var(--global-palette3, #1A202C);border-left:2px solid var(--global-palette3, #1A202C);}.kt-accordion-id_7944c5-1a .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible,\n\t\t\t\t.kt-accordion-id_7944c5-1a > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header.kt-accordion-panel-active{border-top:2px solid var(--global-palette3);border-right:2px solid var(--global-palette3, #1A202C);border-bottom:2px solid var(--global-palette3, #1A202C);border-left:2px solid var(--global-palette4, #2D3748);}}<\/style>\n<div class=\"wp-block-kadence-accordion alignnone\"><div class=\"kt-accordion-wrap kt-accordion-id_7944c5-1a kt-accordion-has-2-panes kt-active-pane-0 kt-accordion-block kt-pane-header-alignment-left kt-accodion-icon-style-arrow kt-accodion-icon-side-right\" style=\"max-width:none\"><div class=\"kt-accordion-inner-wrap\" data-allow-multiple-open=\"true\" data-start-open=\"none\">\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-1 kt-pane_396f70-6c\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">References<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<ul class=\"wp-block-list\" style=\"font-size:16px\">\n<li><strong>John, D., Loken, B., Kim, K. and Monga, A., 2006.<\/strong> Brand Concept Maps: A Methodology for Identifying Brand Association Networks.&nbsp;<em>Journal of Marketing Research<\/em>, 43(4), pp.549-563.<\/li>\n\n\n\n<li><strong>Plumeyer, A., Kottemann, P., B\u00f6ger, D. and Decker, R., 2017.<\/strong> Measuring brand image: a systematic review, practical guidance, and future research directions.&nbsp;<em>Review of Managerial Science<\/em>&nbsp;[Online], 13(2), pp.227\u2013265. Available from: https:\/\/doi.org\/10.1007\/s11846-017-0251-2 [Accessed 8 March 2021].<\/li>\n\n\n\n<li>\u200c<strong>Aacker, DA. (1993).<\/strong> <em>Managing Brand Equity<\/em>. Simon and Schuster.<\/li>\n\n\n\n<li><strong>Keller,&nbsp; KL.&nbsp; (1993).<\/strong>&nbsp; <em>Conceptualizing,&nbsp; Measuring,&nbsp; and&nbsp; Managing&nbsp; Customer-Based&nbsp; Brand&nbsp; Equity<\/em>.&nbsp; Journal of Marketing Research.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"Brand image plays a central role in defining which brands can better survive and succeed in their relative&hellip;\n","protected":false},"author":30,"featured_media":6126,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"This article defines brand image and outlines its importance, before looking at building, improving, and measuring brand image.","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[458,416],"tags":[],"ppma_author":[767],"class_list":{"0":"post-6081","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-image","8":"category-branding-concepts","9":"cs-entry","10":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":458,"label":"Brand Image"},{"value":416,"label":"Branding Concepts"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/03\/Blogcover-TBJ4.jpg",800,534,false],"author_info":{"display_name":"Abigail Williams","author_link":"https:\/\/www.thebrandingjournal.com\/author\/abigail-williams\/"},"comment_info":1,"category_info":[{"term_id":458,"name":"Brand Image","slug":"brand-image","term_group":0,"term_taxonomy_id":458,"taxonomy":"category","description":"","parent":726,"count":15,"filter":"raw","cat_ID":458,"category_count":15,"category_description":"","cat_name":"Brand Image","category_nicename":"brand-image","category_parent":726},{"term_id":416,"name":"Branding Concepts","slug":"branding-concepts","term_group":0,"term_taxonomy_id":416,"taxonomy":"category","description":"","parent":207,"count":18,"filter":"raw","cat_ID":416,"category_count":18,"category_description":"","cat_name":"Branding Concepts","category_nicename":"branding-concepts","category_parent":207}],"tag_info":false,"authors":[{"term_id":767,"user_id":30,"is_guest":0,"slug":"abigail-williams","display_name":"Abigail Williams","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/Abigail.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/6081","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=6081"}],"version-history":[{"count":30,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/6081\/revisions"}],"predecessor-version":[{"id":10612,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/6081\/revisions\/10612"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/6126"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=6081"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=6081"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=6081"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=6081"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}