Discuss the advantages and disadvantages of having a strong brand image

One benefit of having a strong brand image is that the company can gain a competitive advantage within the market. This can allow them to gain and maintain a high market share as their business is seen as reliable and trustworthy in comparison to other firms. Furthermore, it enables them to retain existing customers thus keeping revenues and profits high which is the main aim of enterprise. However, a disadvantage is that, at times, maintaining a strong brand image can be expensive and somewhat difficult; it can involve spending extra money on ensuring products are of a higher quality than what is expected. As well as this, having a strong brand image can be especially difficult for start up businesses as they are forced to compete with other companies with a higher market share of whom do not have to deal with start up costs.