Brand Image

Brand Image is the overall perception, the collection of rational and emotional associations, and the reputation that a brand holds in the mind of the public and consumers. It is not what the company says it is, but what the public believes it to be.

A cosa serve / Perché è importante

Brand Image is fundamental because it represents the actual result of all branding and communication activities. A strong, positive Brand Image builds trust, directly influences purchasing decisions, and creates the foundation for loyalty (Brand Loyalty).

Quando si usa / In che contesto è utile

It is a key concept in Branding and Strategic Marketing. Measuring Brand Image (through surveys, 'sentiment' analysis, or 'social listening') allows the company to understand whether its identity (what it wants to communicate) has been correctly received by the market.

Esempio pratico

A clothing company (Brand Identity) positions itself as "sustainable and high quality." However, if consumers, due to low prices and aggressive communication, perceive it (Brand Image) as "cheap fast fashion," there is a misalignment that the company must correct.