Brand image for customers
All the associations related to a brand and stored in the memory of individuals. For customers or consumers, the brand image is based on (real) experience with the product or service (informed impressions) and the extent to which it corresponds to or meets expectations; as well as the perception of brand communications and opinions on this brand. For non-customers, the brand image is formed only through the perception of communications and opinions. The brand image is a photograph that reflects what is, at a given moment, in the minds of consumers.