brand image
Company's public face
Brand image is the perception consumers hold of a company or product—the associations, feelings, and impressions that come to mind when encountering the brand.
Unlike brand identity (what a company projects), brand image is what actually lands with the public: The scandal damaged their brand image.
Marketers work to align brand image with intended messaging, but consumers ultimately shape it through experience and word of mouth.
- logoCompany identifying symbol
- identityWho someone is
- reputationCollective opinion of someone
- public perceptionCollective societal viewpoint
- prestigeReputation commanding admiration
emotional connection · storytelling · trustworthiness · trademark · recognition · equity · awareness · loyalty · persona · slogan · value · memorable · positioning · target audience · corporate identity · promise · consumer · aesthetic
- Corporate PRpublic relations, investor relations, media relations, press releases, corporate communications
- marketing termsmarket research, target audience, positioning, advertising, promotion
- market strategymarket position, competitive advantage, differentiation, target market, value proposition
- trademarkstrademark, trademarks, trademark infringement, trademark symbol, registration number
- brandingtaglines, logos, slogans, color schemes, packaging
- buying factorsprice, cost, value, quality, convenience
brand imagesubstance
Physical material with mass
product specifications · user experience · material facts · true nature
brand imageanonymity
Unknown identity state
white label · store brand · obscurity · commodity · facelessness
image, brand, branded, branding, off-brand, luxury brand, rebrand, unbranded, co-branding