Definition: Brand Image

What is brand image?

Brand image is the overall impression of a brand that people have based on their interactions and experiences with it. It encompasses the attitudes, feelings and opinions associated with the brand.

Developing and maintaining the brand image is important as it shows how the brand resonates emotionally with people. A positive brand image can increase loyalty, trust and willingness to pay high prices. On the other hand, a negative brand image as a result of unfavorable press or customer experiences can damage public perception of the brand. If not addressed properly, this can lead to loss of sales and customer churn over time.

Several important aspects contribute to how the public forms an image of a brand over time. These include their experience of elements such as perceived quality, reliability and the standard of customer service offered. Recognisability and the link to visual identity through design also have an impact on brand image. The way in which marketing messages are communicated and the nature of partnerships or sponsorship can also influence public opinion. Brand awareness, ratings and reviews from customers and critics also influence brand perception. Whether positive or negative, these many touchpoints with the brand work together to determine the holistic reputation and standing of the brand.