What is Brand Image? | Definition, Working, Pros vs Cons

In the world of marketing, brand image is an important aspect. The success or failure of a business can depend on this image. Generally, a brand does better business when it gains a positive brand image in public.  Similarly, a negative brand image in public perception can devastate the business.


Business Quiz

Test your knowledge about topics related to business

1 / 10

Over-capitalization results from __________.

2 / 10

A person who risks both time and money to start and manage a business is called ___________.

3 / 10

Who is the servant of the firm with a share in the profits?

4 / 10

Modular furniture __________.

5 / 10

The Standard of living is the number of goods and services people can buy with the money they have.

6 / 10

Which of the following is not an economic activity?

7 / 10

When at least 51% shares are in the hands of government, it is called as __________.

8 / 10

Productivity means how much was done compared to what it took to do it.

9 / 10

_________ is an important consideration for setting up an office.

10 / 10

If a general manager asks the sales manager to recruit some salesman on his behalf, it is an instance of ___________.

Your score is


For this reason, most companies spend a lot of money to develop a positive brand image in public. However, many people don’t understand what brand image is. Let’s take a deep dive and learn how the brand image works and what are the advantages and disadvantages associated with it.

Key Takeaways

  1. Brand image is consumers’ overall impression or perception of a brand based on their experiences and interactions with it.
  2. It encompasses a brand’s reputation, personality, values, and visual and verbal elements.
  3. A positive brand image can increase customer loyalty and advocacy, while a negative image can harm a brand’s reputation and sales.
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How does it work?

Brand Image is a public perception by which anyone can determine the brand’s quality. As an example, the brand “Rolls Royce” is known as a luxury car brand. Or the brand “Tesla” is known as one of the best electric car brands. A positive brand image can help a company in many ways in a competitive business environment.

Brand image widely depends on public perception. Hence, any positive news associated with the brand enhances its positive brand image. Similarly, any negative news associated with the brand creates a negative image. For this reason, positive and negative reviews can influence the brand image heavily. Brand image depends on various factors, including the product’s price, performance, and reliability.

Developing a positive brand image is quite a difficult task. The business needs to devote lots of effort to making this image. They must build reliable products or services and back them up with quality customer care. However, Irresponsible activities of the brand can diminish this image quickly.

For this reason, most companies worldwide work very hard to maintain their positive brand image. A brand image helps the customer evaluate a brand easily. It is a fact that most people prefer to purchase a product or service from a company that has a positive image.

Advantages of Brand Image

The brand image helps a company build its perception of the public. Over time this perception develops a public opinion about the brand. As a result, the public can trust the brand. The trust and faith of the customers are important aspects of doing long-term business.

Another benefit of developing a positive brand image is that the company can sell multiple products under one brand. In the long run, it saves the company from lots of expenditure.

Disadvantages of Brand Image

Many people believe that developing a positive brand image guarantees success. However, the reality is quite contrary. The public perception is quite finicky. Negative news or reviews about the brand can diminish its brand image quickly. For this reason, every company regularly invests heavily in positive brand image development programs.

Sometimes, these investments pressure the company’s product development and service delivery system. Hence, excessive reliance on brand image development can slow down the company’s growth rate.

  1. https://journals.sagepub.com/doi/full/10.1177/002224377000700304
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