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Home→The Westburn Dictionary of Marketing→B→brand image

brand image

Definition:
The overall impression created in the market place by any one BRAND. All characteristics of that brand, real or imaginary, belong to the brand image. Usually each brand has a multiplicity of images, as different segments of the population have different, even contradictory, perceptions of such a brand. Creating an acceptable image for a product is an important part of marketing skill, but it can only be effective if such a creation lies within the boundaries of consumers' need and credibility.

Cross-References:
[brand]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [James R. Bureau], [1998].