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Brand Image Definition

Marketing Definitions

08 Oct 2019 • 1 min read • Austin shong

Brand Image Definition

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):

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

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

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