Role of Brand Image in Customer Acquisition and Retention: A Descriptive Analysis

Abstract

In today's cutthroat business environment, the function of brand image in client acquisition and retention is of utmost significance. Consumer impression of a brand, or brand image, is influenced by a variety of elements including reputation, values, personality, and customer experience. By setting the brand apart from rivals, fostering credibility and trust, and fostering emotional connections, a strong brand image is essential for luring in new consumers. By encouraging brand loyalty, influencing repurchase intentions, lowering price sensitivity, and encouraging brand advocacy, a strong brand image also helps retain customers. Businesses must put a high emphasis on consistent branding, keeping to brand promises, effective communication, outstanding customer service, practicing corporate social responsibility, and tracking and responding to consumer feedback if they want to build a strong brand image. These strategies not only aid in customer acquisition but also cultivate long-term client connections that eventually result in corporate success. The researcher had considered 212 people from companies to know the role of brand image in customer acquisition and retention and concludes that there is significant role of brand image in customer acquisition and retention.