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Brand Image

Brand Image

Brand Image refers to people’s perception or impression of a brand, product, or company. It is the mental picture consumers have about a brand, which encompasses their thoughts, feelings, and beliefs about it. A brand image is built through various aspects of the brand, including its logo, packaging, advertising, customer service, and overall reputation in the market.

TL;DR What is Brand Image?

Brand Image is people’s perception of a brand, product, or company. It encompasses their thoughts, feelings, and beliefs about the brand, which are built through various aspects of the brand, including its logo, packaging, advertising, customer service, and overall reputation in the market.


Brand Image is crucial in marketing because it can significantly impact a company’s success or failure. A positive brand image can increase customer loyalty, improve brand recognition, and higher sales. On the other hand, a negative brand image can damage a company’s reputation and lead to decreased sales, decreased customer loyalty, and even company failure. Therefore, creating and maintaining a positive brand image is critical to the success of a company’s marketing efforts.

Examples/Use Cases

Apple has a positive brand image because it is associated with high-quality, user-friendly, visually appealing, innovative products.

Coca-Cola’s strong brand image is associated with happiness, togetherness, and celebration. Its advertising campaigns often feature people enjoying the product with friends and family.

Nike has built a strong brand image around its slogan, “Just Do It,” associated with motivation, determination, and excellence.


  • Branding
  • Marketing
  • Advertising
  • Public Relations
  • Consumer Behavior



  • Brand Reputation
  • Brand Perception
  • Brand Identity



Key Components/Features

  • Logo
  • Packaging
  • Advertising
  • Customer Service
  • Product Quality
  • Reputation

Related Terms

  • Brand Awareness
  • Brand Equity
  • Brand Personality
  • Brand Loyalty
  • Brand Management

Tips/Best Practices:

  1. Be consistent in all aspects of the brand, including messaging, visual identity, and customer experience.
  2. Stay true to the brand’s values and identity to build authenticity and credibility with customers.
  3. Monitor and manage online reputation by responding to customer feedback and addressing negative comments or reviews.
  4. Invest in creating high-quality, visually appealing content that reflects the brand’s identity and values.
  5. Continuously evaluate and adjust marketing efforts to align with the brand’s image and messaging.

Further Reading/Resources


What is the difference between brand image and brand identity?

While brand image refers to people’s perception of a brand, brand identity refers to the visual and verbal elements used to represent the brand, including its logo, colors, typography, and messaging. Brand identity is a brand’s visual and unwritten representation, while the brand image is people’s brand perception.

Can a company have a different brand image among different audiences?

Yes, a company can have a different brand image among diverse audiences. This is because different audiences may have different preferences, needs, and values that impact their perception of the brand. For example, a company may have a positive brand image among younger consumers but a negative one among older consumers.

How can a company improve its brand image?

A company can improve its brand image by focusing on the following key areas:

  • Creating a strong visual identity that is consistent across all platforms
  • Providing high-quality products or services that meet or exceed customer expectations
  • Investing in advertising and marketing campaigns that align with the brand’s values and messaging
  • Building a positive reputation through solid customer service and engagement
  • Responding to customer feedback and addressing any negative comments or reviews

What is the impact of social media on the brand image?

Social media significantly impacts brand image because it allows customers to share their experiences and opinions about a brand with a large audience. This can positively or negatively affect a brand’s image, depending on the sentiment of the feedback. Companies must actively monitor and manage their online reputation to ensure that they are aware of any negative feedback and can respond appropriately.

Can a company’s brand image change over time?

Yes, a company’s brand image can change over time. This may be due to changes in the market, shifts in consumer preferences, or changes in the company’s values or messaging. Companies need to monitor their brand image and adjust their marketing efforts accordingly to ensure that they build and maintain a positive image in the market.

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