What is Brand Image? Definition of Brand Image, Brand Image Meaning and Concept

The brand image is the perception that consumers have of a company. The mental image that they have created of that brand.

It is a concept that worries companies a lot and they work assiduously to constantly improve it. It is important to differentiate between two elements that are sometimes confused:

  1. The identity of a brand: It is the set of graphic, visual, emotional elements, etc. Show and define who we are.
  2. The brand image: It is the perception that we have based on all the aforementioned elements of a brand.

Sometimes the process of developing a brand image is called branding. This concept is an anglicism that refers to the process, design and creation of strategies to make a brand recognized.

Why is it important to have a good brand image?

These are the main reasons to build a good brand image:

  1. Easier to reach the public. If we manage to have an easily recognized brand image, we will reach the public sooner and therefore distributors and capitalists who invest in us. A very clear example is Coca-Cola. Who does not recognize it?
  2. Differentiate yourself from the competition. If our image is easily recognizable and generates trust, that will make potential customers choose to buy from us before the competition.
  3. Higher prices. If we have managed to reach the public and generate their interest, they already know us, they have a positive mental image of us, this will not matter to have slightly higher prices since with their trust placed in our products or services they will buy from us.

In conclusion we have to take into account that the brand image must be worked on as well as other concepts in our company. It may be something intangible unlike our services or products, but ultimately it is closely related. In this sense, if we work on it through content, positioning, positive recognition by users, it will be recognized by the public and they will be attracted by what we can offer them. Therefore, they will choose our products or services ahead of the competition.