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Anything that distinguishes a company's product from other, similar products. Examples of brands include logos, catchphrases, or symbols. Brands make a product more recognizable and therefore are likely to attract customers and customer loyalty. There is often a sense among consumers that brand products are somehow better than off-brand or generic products; as a result, brand products are usually more expensive.


a distinctive name, term, sign, symbol or design used to identify a firm's product and to distinguish it from similar products offered by competitors. A brand may be given legal protection through the use of TRADEMARKS and COPYRIGHT. See BRANDING.


the name, term or symbol given to a product by a supplier in order to distinguish his offering from that of similar products supplied by competitors. Brand names are used as a focal point of PRODUCT DIFFERENTIATION between suppliers.

In most countries, brand names and trade marks are required to be registered with a central authority so as to ensure that they are uniquely applied to a single, specific product. This makes it easier for consumers to identify the product when making a purchase and also protects suppliers against unscrupulous imitators. See INTELLECTUAL PROPERTY RIGHTS, BRAND TRANSFERENCE.

References in periodicals archive ?
The long-term effect is connected with the destination brand image; it focuses on the promotion of the city's brand image during events and then attracts more tourists to visit in future.
Huang (2006) also found that consumer behavior was affected by the COO in regard to luxury goods in that, even if the brand name of the original COB was retained, if the COM was perceived to be low in quality, perception of brand quality was damaged and this further affected the brand image.
This view of brand image is similar to the definitions of Aaker (1991) who stated that a brand image is a set of associations, usually organized in some meaningful way.
If you identify with this situation and are interested in improving your brand image, you're probably asking, "Where do I start?
One way to measure brand image is to have consumers rate a brand on a series of semantic differential scales anchored by such personality dimensions as masculine-feminine, introvert-extrovert, modern-old fashioned, etc.