Question

Which of the following best defines brand image?

It refers to the complete collection of trademarks that a firm applies to its services.
It refers to the elements of a brand that are always expressed in words.
It refers to the value that a firm derives from consumers' perceptions of its products.
It refers to the unique set of associations that target customers make with a brand.
It refers to the likelihood of consumers purchasing a product over competing products.

Answer 1

Brand image refers to the unique set of associations and perceptions that consumers have about a brand, influenced by both tangible and intangible factors such as trademarks and advertising.

Step-by-step explanation:

The brand image best defines the unique set of associations that target customers make with a brand. This encompasses not only the visible aspects like trademarks and logos but also intangible aspects such as a brand's reputation for quality, customer satisfaction guarantees, and the overall perceptions held by consumers.

For example, trademarks like the Nike "swoosh" or the Chevrolet logo are symbols representing their companies and are protected under law because they help to establish and differentiate the brand's image in the marketplace. This image goes beyond recognizable symbols; it is shaped by advertising and consumer experiences, leading to strong preferences and brand loyalty even for products that are otherwise similar in quality and taste.