Brand Image Definition Keller. Engel blackwell miniard 1995 keller 1993 describes the components of brand image being attributes. Unlike brand identity brand image is the perception about a brand reflected by the brand associations held in consumer memories keller 1993 this definition is consistent with other authors such as newman 1957.
Brand equity is the holy grail in the subject of branding the ultimate objective of a branding team is to increase the brand equity of an organization. Keller s logic behind the model is simple to have a strong brand one must create the right brand image by constructing ideal brand encounters or experiences. Aspects of the brand image that do not involve physical tangible or concrete attributes or benefits see levy 1999.
This can be done in various ways but one of the ways is to use the keller s brand equity model or cbbe model of keller.
Brand image concept in the brand literature. Brand image concept in the brand literature. It signifies what the brand presently stands for. Other words brand image and brand awareness are the basis and sources of brand equity.