StrataVera

Brand Image

Definitionmarketing
The perception others form of a brand based on their experiences and interactions.
In Brief

The perception others form of a brand based on their experiences and interactions.

Brand image is the external perception of a brand, shaped by all touchpoints and interactions. It may not match a brand's intended identity, creating a 'gap' that can impact trust and credibility.

Christy Rexroth
Defined byChristy Rexroth
Founder & Strategic Architect
BS Business Management, Indiana University Kelley School of BusinessBusiness Excellence Program (Accelerate), AllerganFundamentals of Digital Marketing, Google Digital AcademyFounder & Strategic Architect, StrataVera Consulting & CoachingDirector of Business Development, AOB Med Spa (Diamond Allergan)

Related Terms

marketing

Internal-External Perception Gap

When a brand's internal team lacks a unified understanding of the brand identity.

marketing

Brand Identity Audit

A Brand Identity Audit refers to a systematic review of a brand's visual, verbal, and experiential identity. The goal is to identify any inconsistencies, prioritize the most impactful fixes, and implement changes to improve alignment across all customer touchpoints.

marketing

cognitive load reduction

Cognitive load reduction refers to the mental energy savings that customers experience when they trust a brand. Every purchase normally involves risk assessment questions about whether a product will work or whether the buyer will regret the decision. When customers trust a brand through values alignment and consistent behavior, their brain shortcuts this evaluation process, making purchasing decisions faster and easier.

marketing

Positioning-Pricing Connection

The link between a brand's positioning and its ability to charge premium prices.

Back to Glossary