Customer Satisfaction through Brand Image Field Study based on Customers of Jordan Telecommunication

Brand Image

Brands identify the maker of a product and allow customers and give responsibility for its performance to that maker. Branding is all about building differences between products. Branding creates mental structure that helps customers organize their knowledge about products and services in a way that makes their decision making clearer, which provides value to the company. (Kotler&Keller, 2015)

Today we can observe a tough competition between cell phone producers, each trying to establish its brand reputation in customer minds. A global firm and capture research and development (R&D), production, logistical, marketing and financial advantages in its costs and reputation that is not available to purely domestic competitors. (Pringle et al, 1999) In order to build appropriate brand image that plays an important role in enhancing business performance; brand image is an indirect instrument that can change people’s purchasing behavior. Brand image has tough positive influence on customers buying behavior. (Malik et al, 2013)
Brand image is one of the most important brand reputation factors in the market place. Without tough brand image organizations cannot a greater part of market share. (Naser et al. ,2012) ,as well as Malik et al,(2013) mentioned that brand image is
considered to be a critical factor in enhancing business performance; it is an indirect tool that positively changes purchasing behavior.
According to Davies, Chun, Da Silva and Roper (2003) indicated that anything could be a brand, like a corporate, firm or name. Keller (1993) defined brand image is a perception about a brand held in customer memory. Company brands are intangible assets for companies that are hard to imitate, and it is different from products brands as emphasizing the substantial of brand values (De Chertanony, 1999). According to Ind (1997) when customers purchase products from a corporate, they not only buy products, on the other hand receiving set of values form the corporate. Company brands are a sum of values representing the corporate (Ind, 1997), also a positive company brand image is not only helping companies to raise competition also to encourage customers to re-buy (Porter & Claycomb, 1997). Consumers more favorable the image has higher perceived in quality and value, satisfaction as well as loyalty (Johnson, Andreessen, Lervik, & Cha, 2001).
Social media may help to strengthen brand image, in order to get benefits from social media brands need to be managed. As well as, social media is very useful for creating brand loyalty by managing the relationships with customers.(Pozin, 2014)
What people think of a brand? Is the question that should be asked when you think of brand image, and this question guides you to look after the definition for brand image which is the impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience.
It’s also defined as “the picture of the brand in the minds of customers andstakeholders. It refers to the way customers and stakeholders decode allthe signals provided by a given product, brand, company or even country.The brand image is a result of many external factors of whichmarketing communications is just one.” (Roll, 2006)

They “are devices, which can be trademarked, that identify and differentiate the brand. And they are brand names, symbols, slogans, logos, characters and URLs.” (Kotler, & Keller, 2012) these elements shapes the brand identity, which it makes it easy to be recognized.

“A brand element is visual or verbal information that serves to identify and differentiate a product. The most common brand elements are names, logos, symbols, characters, packaging and slogans.” (Farhana,2012)

“The brand research and identity processes build a strong foundation fromwhich companies can devise suitable strategies for their future growth.” (Roll, 2006)

Branding strategy refers to “the ways that firms mix and match their brand's name on their products”. (Shahri, 2011)
“There are two perspectives on how strategic and organizational factors are related: a strategy formulation perspective, where organizational variables influence the formulation of strategy, and a strategy implementation perspective, where the strategy has an impact on organizational variables.

By taking a strategy formulation perspective of the relationship between organizational variables and strategy, it is assumed that organizational variables influence the formulation of strategy. A number of researchers have assumed such a link between intangible organizational variables such as market orientation and strategy, where the underlying beliefs and behaviors have an important impact on strategy. They argue that cognitive maps and related constructs such as world views, schemata, dominant logics, and knowledge structures provide the foundation for managerial action”. (Homburg, Kroxhmer, Workman, 2004)