# Brand image: what it is and how it works · Zorraquino
> Brand image is the perception that audiences form of a brand from their experiences and the information available.
URL: https://www.zorraquino.com/en/dictionary/branding/brand-image.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand](https://www.zorraquino.com/en/dictionary/branding/brand.html)
- [Brand identity](https://www.zorraquino.com/en/dictionary/branding/brand-identity.html)
- [Brand experience](https://www.zorraquino.com/en/dictionary/branding/brand-experience.html)