Brand Image Definition Journal. It can be defined as a unique bundle of associations within the minds of target customers. Brand image refers to consumer perceptions and encompasses a set of beliefs that consumers have about the brand.
According to keller 1993 positive brand image could be established by connecting the unique and strong brand association with table 1. Brand image concept in the brand literature. The concept brand image has drawn significant attention from academics and practitioners since it was put forward because it played an important role in marketing activities.
This paper discusses the concepts of brand identity and brand image from a communications perspective.
Arora stoner 2009 brand image represents the emotional aspects that identify the brand of a. In short it is nothing but the consumers perception about the product. Brand image is largely a subjective and perceptual phenomenon that is formed through consumer. Brand image is an integral component of brand equity as it conveys the worth of the brand to the consumers.