Definition of brand image

Our definition of 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 of brand image 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 (no longer online)

“A set of associations relating to things like product attributes, benefits or price, that are organized in meaningful ways.” – David Aaker, per The Branding Journal

“Perceptions about a brand reflected as associations in the minds of consumers.” – Kevin Lane Keller, per The Branding Journal

Visit the branding glossary for definitions of other branding terms. This Definition page will be updated periodically with new content. Please share any suggested additions in the comments section.