SWOCC’s Inventory of brand representation attributes (IBRA)

Tijs Timmerman

While brands try and establish a favourable image, it is ultimately the consumer who forms the representation of a brand and decides whether to buy it.

SWOCC's Inventory of Brand Representation Attributes (IBRA)

Tijs Timmerman

In the practice of marketing and brand management it is acknowledged that a brand mainly exists in the memory of people. Although a brand manager will try to establish the most favourable brand image, in the end it is the consumer who forms the representation of a brand and, based on that, decides whether to buy it. Regular research into how consumers perceive and evaluate brands is crucial for successful brand management.

The literature on full brand-image models and on the specific elements of brand-image components has been combined into an...

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