What Is Brand Image?

Brand image definition: brand image refers to the impression new and existing customers have about your brand.

Brand image is a perception held in the customer’s mind. As such, it will vary from person to person.

Customer perception of a brand is the sum of all interactions and experiences they have with the brand and is influenced by two factors:

1. Internal factors: that the brand can control
2. External factors: that the brand cannot control

These factors – combined with the customer’s own experience – can create a positive, negative or neutral brand image.

Internal factors may include (but are not limited to):

• Advertising campaigns
• Marketing messages
• Brand identity
• User experience

External factors may include (but are not limited to):

• Word of mouth
• Third-party reviews
• Political opinions
• Geographical location

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Popularity of the term Brand Image

Concept related to Brand Image

• Brand consistency
• Consumer knowledge
• Sentiment analysis
• Social listening

Additional resources about Brand Image

• Why Brand Image Matters More Than You Think
• Building a Foundation for a Strong Brand Image
• What is Brand Image and how do you measure it