Subscribe Login
Jamaica Observer
ePaper
The Edge 105 FM Radio Fyah 105 FM
Jamaica Observer
ePaper
The Edge 105 FM Radio Fyah 105 FM
    • Home
    • News
      • Latest News
      • Cartoon
      • International News
      • Central
      • North & East
      • Western
      • Environment
      • Health
      • #
    • Business
      • Business Bites
      • Social Love
    • Sports
      • Football
      • Basketball
      • Cricket
      • Horse Racing
      • World Champs
      • Commonwealth Games
      • FIFA World Cup 2022
      • Olympics
      • #
    • Entertainment
      • Music
      • Movies
      • Art & Culture
      • Bookends
      • #
    • Lifestyle
      • Page2
      • Food
      • Tuesday Style
      • Food Awards
      • JOL Takes Style Out
      • Design Week JA
      • Black Friday
      • #
    • All Woman
      • Home
      • Relationships
      • Features
      • Fashion
      • Fitness
      • Rights
      • Parenting
      • Advice
      • #
    • Obituaries
    • Classifieds
      • Employment
      • Property
      • Motor Vehicles
      • Place an Ad
      • Obituaries
    • More
      • Games
      • Elections
      • Jobs & Careers
      • Study Centre
      • Jnr Study Centre
      • Letters
      • Columns
      • Advertorial
      • Editorial
      • Supplements
      • Webinars
    • Home
    • News
      • Latest News
      • Cartoon
      • International News
      • Central
      • North & East
      • Western
      • Environment
      • Health
      • #
    • Business
      • Business Bites
      • Social Love
    • Sports
      • Football
      • Basketball
      • Cricket
      • Horse Racing
      • World Champs
      • Commonwealth Games
      • FIFA World Cup 2022
      • Olympics
      • #
    • Entertainment
      • Music
      • Movies
      • Art & Culture
      • Bookends
      • #
    • Lifestyle
      • Page2
      • Food
      • Tuesday Style
      • Food Awards
      • JOL Takes Style Out
      • Design Week JA
      • Black Friday
      • #
    • All Woman
      • Home
      • Relationships
      • Features
      • Fashion
      • Fitness
      • Rights
      • Parenting
      • Advice
      • #
    • Obituaries
    • Classifieds
      • Employment
      • Property
      • Motor Vehicles
      • Place an Ad
      • Obituaries
    • More
      • Games
      • Elections
      • Jobs & Careers
      • Study Centre
      • Jnr Study Centre
      • Letters
      • Columns
      • Advertorial
      • Editorial
      • Supplements
      • Webinars
  • Home
  • News
    • International News
  • Latest
  • Business
    • Business Bites
  • Cartoon
  • Games
  • Food Awards
  • Health
  • Entertainment
    • Bookends
  • Regional
  • Sports
    • Sports
    • World Cup
    • World Champs
    • Olympics
  • All Woman
  • Career & Education
  • Environment
  • Webinars
  • More
    • Football
    • Elections
    • Letters
    • Advertorial
    • Columns
    • Editorial
    • Supplements
  • Epaper
  • Classifieds
  • Design Week
What’s in a brand…image?
A scene from the KiaSoul 2014 commercial.
Career & Education
BY KIMBERLEY HIBBERT Career & Education reporter hibbertk@jamaicaobserver.com  
March 13, 2015

What’s in a brand…image?

Brands play an active part in any consumer life. Whether you support a product or not is usually pegged to a knowlegde of a name, a brand. But how do we formulate in our minds an impression of any product or service provider is link to what we know about it; its brand image.

What is brand image?

It is the impression in the consumers’ mind of a brand’s total personality; how it looks, shortcomings and its potential. It is also developed over time through advertising campaigns and maketing strategies with a consistent theme, and is made real through the consumers’ direct experience.

According to Kristofferson Nunes, president of the UWI Entrepreneur Builder Club, brand image is creating quinessentially through telling of a story.

“Using an extract from the Kia Soul Commercial 2014, featuring the three hamsters, brand image is essentially storytelling that encompasses elements of emotions, experiences, and culture, then uniquely creating a relationship among them,” he said.

Nunes added: “The story behind the Kia Soul Commercial shows a timeline of the three plump hamsters investing time working out and in the transforming their ‘image’ to that of James Bond: sleek, elegant and exquisite. The experience shown is going to the gym and working out to get that body we desire. It’s an experience that a wide cross section of individuals can relate with, especially young college men at that.”

Below Nunes shares with Career and Education how a good brand image can work to a company or individuals benefit.

1. Ensure the consumer feels what you want them to feel.

Nunes said using the definition of brand image, the Kia Soul car was designed to tell a story with images that allow the potential purchaser to perceive driving their brand, and the culture for which it stands. “With regards to attracting the females in society and the cool, crisp and composed emotions it evokes, paired with a relatively affordable budget for a car, Kia may have won over the ‘what matters most is what the consumer feels and believes’ concept, which is a quote from Seth Godin in All marketers tell stories. This story gives rise to the belief that their cars, which are affordable, can attract females just as much as other expensive ones,” he said.

2. Brand image is also about reputation and meeting the customer as he/she is.

“It is the creation power to differentiate you from other products and services in the market. With regards to alcoholic brands such as Smirnoff and Guinness, we can show how each brand has unique images in their products,” Nunes said. He explained: “Would Guinness sponsor an event among the demography of A+ and A? The answer is no actually. Drawing from my experiences working closely with the brand, Guinness has an image associated with dancehall…and the entertainment lifestyle, while Smirnoff has an image of being premium, smooth and sophisticated.” Nunes said it shows in the types of events each brand sponsors, such as Smirnoff Dream Weekend and Guinness Flava Unit Anniversary.

3. Appeal to the senses

“The designing of the logo and colour scheme speaks subliminal seduction in its storytelling process to the consumers. The transformation of the hamsters into a type of James bond image represents ideals of cute and cuddly to handsome and enrapturing. The music also plays and integral aspect of the image. It created an anticipated build-up, anxiety and passion behind the transformation,” Nunes said.

The story told, brand image formed, potential customer assimilates…convert created.

{"website":"website"}{"jamaica-observer":"Jamaica Observer"}
img img
0 Comments · Make a comment

ALSO ON JAMAICA OBSERVER

JAAA names powerful team for World Relays
Latest News, Sports
JAAA names powerful team for World Relays
April 15, 2026
KINGSTON, Jamaica — World Athletics Championships medallists Oblique Seville, Kishane Thompson and Tina Clayton have been included in a powerful team ...
{"jamaica-observer":"Jamaica Observer"}
ODPEM reports more than $1.4 b in donations following passage of Hurricane Melissa
Latest News, News
ODPEM reports more than $1.4 b in donations following passage of Hurricane Melissa
April 15, 2026
KINGSTON, Jamaica — The Office of Disaster Preparedness and Emergency Management (ODPEM) is reporting that it has received more than $1.4 billion in d...
{"jamaica-observer":"Jamaica Observer"}
In pictures: Another glimpse at Sunrise Breakfast Party
Entertainment, Latest News, Lifestyle
In pictures: Another glimpse at Sunrise Breakfast Party
April 15, 2026
Between the pulsating rhythms and live performances, Sunnation's Sunrise Breakfast Party offered the perfect prelude to the Carnival Sunday madness. W...
{"jamaica-observer":"Jamaica Observer"}
YouTube suspends pro-Iran channel posting Lego-style clips mocking Trump
International News, Latest News
YouTube suspends pro-Iran channel posting Lego-style clips mocking Trump
April 15, 2026
WASHINGTON, United States (AFP) — YouTube has terminated a channel belonging to a pro-Iran group producing viral Lego-themed AI videos that ridicule U...
{"jamaica-observer":"Jamaica Observer"}
The White Lotus starts filming season 4 in France
International News, Latest News
The White Lotus starts filming season 4 in France
April 15, 2026
LOS ANGELES, United States (AFP) — The highly anticipated fourth season of "The White Lotus" has begun filming on the French Riviera, HBO announced We...
{"jamaica-observer":"Jamaica Observer"}
Police fast-track shooting incident involving Jaii Frais
Latest News, News
Police fast-track shooting incident involving Jaii Frais
April 15, 2026
KINGSTON, Jamaica — Police say investigations are being fast-tracked into Sunday night’s shooting at the Ranny Williams Entertainment Centre, as popul...
{"jamaica-observer":"Jamaica Observer"}
Forex: $159.27 to one US dollar
Latest News
Forex: $159.27 to one US dollar
April 15, 2026
KINGSTON, Jamaica — The United States (US) dollar on Wednesday, April 15, ended trading at $159.27 down 5 cents, according to the Bank of Jamaica’s da...
{"jamaica-observer":"Jamaica Observer"}
Jason Pitter’s rise to fame
Latest News, Sports
Jason Pitter’s rise to fame
April 15, 2026
KINGSTON, Jamaica—Rising star Jason Pitter is a coach’s dream, having moved his 400m personal best from 50 seconds to 45 seconds in two years. The 15-...
{"jamaica-observer":"Jamaica Observer"}
❮ ❯

Polls

HOUSE RULES

  1. We welcome reader comments on the top stories of the day. Some comments may be republished on the website or in the newspaper; email addresses will not be published.
  2. Please understand that comments are moderated and it is not always possible to publish all that have been submitted. We will, however, try to publish comments that are representative of all received.
  3. We ask that comments are civil and free of libellous or hateful material. Also please stick to the topic under discussion.
  4. Please do not write in block capitals since this makes your comment hard to read.
  5. Please don't use the comments to advertise. However, our advertising department can be more than accommodating if emailed: advertising@jamaicaobserver.com.
  6. If readers wish to report offensive comments, suggest a correction or share a story then please email: community@jamaicaobserver.com.
  7. Lastly, read our Terms and Conditions and Privacy Policy

Recent Posts

Archives

Facebook
Twitter
Instagram
Tweets

Polls

Recent Posts

Archives

Logo Jamaica Observer
Breaking news from the premier Jamaican newspaper, the Jamaica Observer. Follow Jamaican news online for free and stay informed on what's happening in the Caribbean
Featured Tags
  • Editorial
  • Columns
  • Health
  • Auto
  • Business
  • Letters
  • Page2
  • Football
Categories
  • Business
  • Politics
  • Entertainment
  • Page2
  • Business
  • Politics
  • Entertainment
  • Page2
Ads
img
Jamaica Observer, © All Rights Reserved
  • Home
  • Contact Us
  • RSS Feeds
  • Feedback
  • Privacy Policy
  • Editorial Code of Conduct