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Marketing vocabulary · Branding & Positioning

Brand image

Meaning in marketing, with examples

nounCommon term

In marketing, brand image means: The picture of a brand that exists in customers' minds: what they believe, feel and remember about it, whether positive or negative.

In Turkish: marka imajı, marka algısı

How it is used

Brand image can be built, improved, protected or damaged. Research measures it through the words people link with the brand. It is the receiving side of brand identity, and it can change quickly after a crisis or a badly judged campaign.

Example sentences

  1. After the product recall, our brand image took a serious hit.

  2. Customers describe our brand image as reliable but a bit old-fashioned.

Common collocations

  • improve the brand image
  • damage the brand image
  • positive brand image
  • brand image research
  • brand identityThe way a company wants its brand to look, sound and feel, including its name, logo, colours, fonts, tone of voice and values.
  • positioningDeciding what clear place a brand or product should hold in customers' minds compared with its competitors, and shaping its message around that idea.
  • brand equityThe extra value a brand name adds to a product, such as the higher price or stronger loyalty a well-known brand gets compared with an unknown one.
  • brand awarenessHow well people in the target market know and recognise a brand, for example whether they can name it without help or recognise its logo.

More terms: Branding & Positioning

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