brand image

Mental perception of a brand in the minds of consumers. This perception is developed using communications and a consumer's experience of the brand. Brand image includes the ‘human’ characteristics of brand personality, such as ‘warm’, ‘friendly’, ‘fun’, and ‘strong’. The concept of brand identity is closely aligned to that of brand positioning, although the latter tends to suggest action on the part of the company to assign the brand with particular attributes, whereas brand image is more concerned with consumer perception.