Getting It Right...

Your brand image is how your customers perceive you. It's your brand's persona, its instant, top-of-mind feeling or benefit that creates the emotional bond between you and your customer. Brand image endures, so getting it right from the start is critical. If you mess up, you could be in for a very costly journey. Like the E. & J. Gallo Winery. After years of market dominance in every possible segment from beverage wines to dessert wines to table wines, Gallo paid the price for its success. Its brand image was diluted. It had negative image perceptions. Consumers, however, had a simpler prognosis, "jug wine".

...And Staying On Track

You control your brand's image. But you must be cautious and diligent. Especially to how you react to market and competitive changes. Thinking about that deep discount to woo Costco? Considering new products or line extensions? Be careful. Stick to your plan. As for Gallo...the brand is back on track. But only after focused branding, improved commitment to quality, and significant investment.