Chapter 2: Brand Image

Brand Image I

The brand image refers to the external impact of the brand, products or services on the customer or consumer. The characteristics and associations attributed to the brand, as well as opinions about the brand, play a key role.

While brand image is the perception of a brand by customer, the brand identity is the communication of a brand about itself.

Brand Image II

An enterprise will benefit from a positive brand image by

  • Increased trust of customers
  • Attracting new customers
  • Good recognition
  • Better market entry of new products

Environmental aspects become more and more important for customers and get a greater impact on consumer decisions. E.g. a 2020 study by IBM found that 77% of consumers say it’s at least moderately important that brands are environmentally responsible.

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