Brand image

Brand image is different: it is how customers actually perceive the brand. A business may aim to appear reliable or luxurious, but customers’ experiences determine whether they accept that image.

Advertising can inform customers about a new product’s features, persuade them to buy, or remind them about an established product. It can also shape brand image — the impression customers have of a brand. John Lewis’s Christmas television advertisements, for example, emphasise its image as a family-focused retailer rather than simply listing products and prices.