brand image

Meaning

Brand image is the customer's perception and mental picture of a brand, including its reputation, values, and quality. It is how the public actually views the company, which may or may not align with how the company wants to be seen. It is a neutral term used in branding, marketing, and PR.

Examples

• Sponsoring charity events helps improve our brand image.

  Sponsoring charity events helps improve our brand image.

• The scandal severely damaged the company's brand image.

  The scandal severely damaged the company's brand image.

• We want to project a modern and eco-friendly brand image.

  We want to project a modern and eco-friendly brand image.

• Consistency in customer service is crucial for a strong brand image.

  Consistency in customer service is crucial for a strong brand image.

• Our new advertising campaign aims to reshape our brand image.

  Our new advertising campaign aims to reshape our brand image.

Common Mistakes

• ✗ We need to change our brand look to attract younger buyers.

  ✓ We need to change our brand image to attract younger buyers.

  While 'look' refers only to visual design or logos, 'brand image' refers to the overall public perception and reputation.

• ✗ The company has a very high brand image.

  ✓ The company has a very strong brand image.

  Use adjectives like 'strong', 'positive', 'good', or 'reputable' with 'brand image', rather than 'high'.

Related Expressions

Practice

• Using cheap materials in our products could hurt our ___.

  💡 How customers perceive our company.

  Show answer

  brand image

• The PR firm was hired to rebuild the company's damaged ___.

  💡 The public reputation and perception of a brand.

  Show answer

  brand image