The term "brand image" gained popularity as evidence began to grow that the feelings and images associated with a brand were powerful purchase influencers, though brand recognition, recall and brand identity. It is based on the proposition that consumers buy not only a given product or service (the commodity), but also the image associated with the product, such as power, wealth, sophistication, and most importantly, identification and association with other users of the brand. Good brand images are something that can be instantly evoked, are positive, and are almost always unique among competitive brands.

Thus, your brand image is not something you have or you don't! You can’t buy it, although you can control it, and every business has an image in the eyes of their target audience. Even more complications exist in that a brand is unlikely to have just one brand image. Typically, it has several, though one or two may predominate.

The key in brand image research and professional brand image management is to identify or develop the most powerful positive images and reinforce them with subsequent brand communications. Brand image can be reinforced by packaging, advertising, promotion, customer service, word-of-mouth and other aspects of the brand experience. Maat Professional Services can help you understand and develop the best and most powerful aspects of your brand image.