Research Topics:

Brand Identity | Brand/Image Development | Brand/Image Tracking

Content Type:

Glossary

Brand Image Definition

How a brand is actually perceived by it customers and constituencies.

Brand image is the collective perceptions, impressions, emotions and associations – tangible and intangible – that consumers have about a particular brand or product. Results of band image studies can uncover strengths and weaknesses in the perception of a brand. Those findings can drive decisions about brand marketing and publicity and direct efforts to present the desired brand image and perception to customers.

Who relies on brand image?

Businesses, marketing professionals and advertisers study brand image so they better understand how their target market perceives their brand, thus doing what’s possible to influence purchasing decisions.

Why should I care about brand image?

Brand image directly impacts consumer behavior because positive brand image tends to enhance customer loyalty, encourages repeat business, establishes pricing and differentiates a brand from its competitors.