Brand image
Brand image is the perception that audiences form of a brand from their experiences and the information available
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It includes associations, expectations and judgements that the company does not fully control. It may differ from the identity the company is trying to project. Researching that gap helps to detect communication, product or experience problems that call for specific action.
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