Definition: What is brand image?

Brand image: the cumulative impression of a brand among target audiences

Often contrasted with

Brand identity: the cumulative expression of a brand to target audiences

 

Other definitions from around the web

“A unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to customers” – Martin Roll

“The uncontrolled outtake of a brand in a customer’s mind based on experiences, impressions and/or assumptions” – OVO

“The current view of the customers about a brand … a unique bundle of associations within the minds of target customers” – Management Study Guide

“A set of features and ideas that customers connect in their minds with a particular product or brand” – Cambridge Dictionary

“The perception of a brand in the minds of persons” – American Marketing Association

“The impression in the consumers’ mind of a brand’s total personality (real and imaginary qualities and shortcomings)” – BusinessDictionary

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