What Is Brand Image?

Not to be confused with brand identity, brand image is a concept that was first introduced in 1955. It relates to all facets of corporate communication and impacts the way that internal and external stakeholders view the brand from a personal stance.

Definition

As brand image is a relatively abstract concept, professionals have differing opinions on how it should be defined. Despite this, brand image can be described as the association that consumers have with a brand based on the experience they have had with it — directly or indirectly.

Factors That Shape a Brand's Image

Brand image is not only affected when a consumer uses a brand's products or services. It also sees effects when consumers see others' experiences with a brand and more importantly, when they hear about a brand.

This means that traditional and social media are the greatest external forces that shape a brand's image. These factors can place a brand's image at an advantage or a disadvantage, depending on what is published. 

How Brand Image Is Measured

With Sentiment or Favourability analysis, brands' media coverage can be classified according to how they are represented in the media. Once a brand's media coverage has been analysed, the results can be used to the benefit of the brand's PR functions.

*Image courtesy of Canva