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What is Brand Image in Marketing? PDF Download

Learn Brand Image definition in marketing with explanation to study “What is Brand Image”. Study brand image explanation with marketing terms to review marketing course for online MBA programs.

Brand Image Definition:

  • Perceptions and beliefs held by consumers, as reflected in the associations held in consumer memory.

    Principles of Marketing by Philip T. Kotler, Gary Armstrong



Brand Image Explanation:

It reflects the brand identity in the minds of their consumers. It takes years to develop brand image in the mind of the respective customers. Buyers will establish brand image based on their knowledge, and experience with the brand. Once brand image hits the consumers mind, it will take time to change brand's reputation. Whereas, it can be positive or negative. According to the market researchers, branding should be targeted according to their audiences.

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