brand image

Brand image refers to how a company or product is perceived by the public. It's the collection of ideas, feelings, and associations people have when they think about that brand. This perception is built over time through advertising, customer experiences, reputation, and visual identity. A positive brand image can make consumers trust and prefer a brand, while a negative one can deter them. Essentially, it's the mental picture and emotional impression people hold, influencing their purchasing decisions and loyalty.