A brand image is also a set of mental associations in

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A brand image is also a set of mental associations in the customers' perceptions that improve the value of particular products and services (Keller, 2003). According to Martisiute (2010), a company's brand description follows a company's restrictive and intangible asset to generate sustainable profitability. A brand also compromises the practical and dynamic value of a company. In addition, Nandan (2005) describes a company's brand as a symbolic description that illustrates a visible company's name and symbol. The visual logo and name help in differentiating the company's product from its competitor's product. A company's brand is also a negotiation of its name, its services and products, manufacturing, packaging, advertisements, marketing, promotion, and complete representation of its operations. From the customer’s perception, a brand guarantees equity and reliability in customer’s products and services, according to Roman et al. (2005). Furthermore, customers desire to
14 purchase and use a particular company's products and services because of a brand name reputation that, in return, attracts their traits as viewed from diverse situational viewpoints. A brand image refers to a distinctive set of links in a customer's mind about what a brand represents and what promises the brand implies. A brand image is the customer’s mental impression concerning the entire brand characteristics that may be real or imaginary qualities and defects (Business Dictionary, 2013). Murphy (1998) elaborates that developing a brand image runs advertisement campaigns repeatedly with a consistent theme. On the other hand, brand validation is through products' steady quality reliability, price, irresistible, and memorability. Since successful brands are stable, customers build trust and confidence in their expectations after purchasing and using the brand. For that reason, successful brands are trustworthy, reliable, and dependable. The fact that a brand is engaging makes the brand memorable and successful. In addition, customers are often attracted to it since it is distinctive and diverse. Consequently, a successful brand is irresistible because they are multi-dimensional, and thus, customers never get enough of the products or services because they are healthy and confident. Great brands are also focused, innovative, consistent, flexible, passionate, competitive, distinct, and leadership-oriented (Morgan, 2012). Morgan (2012) states that successful brands never seizes for pushing new products. They highly input in focusing innovations, which aids them from getting immobile and self-satisfied. Many highly successful brands in the market continue to focus on new improvements and designs; they do not stop innovating new products and services. They also have the passion and drive to help them move and push forward; they love what they do and why they do it. If a great brand is consistent, customers will always trust
15 and rely on it. Otherwise, the company is failing to retain their customers. The company will then lose its customers to its competitors (Delong et al., 2004).

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