Brand image: A seasoned review

Brand Image is the foundation for making better strategic marketing decisions in context to targeting a specific market segments and positioning a service or a product. The term brand image, has been defined and applied in diverse ways by different researchers. The dissimilarities in definition can be confusing in connection with brand image measurement and consequent assessment of brand equity and brand positioning. As brand image is the vital element to establish a higher level of brand equity and distinguish brand positioning, the course of readdressing the concept is necessary. The lack of agreement regarding the definition of the term brand image restricts the efficient management and positioning of a brand. Brand image is a multidimensional construct that is set off by cognitions, emotions, messages, symbols, values and attitudes of consumers. Still, many researchers measured it as a unidimensional construct. The paper presents the different perspectives defining the brand image concept. The focus on qualitative research for measuring the brand image is now a newest drift in brand image research. The suggestions for road map are presented too.