While brand identity is strategic, brand image is
A) focused on the product strategy.
B) focused on the pricing strategy.
C) reliant on the channel strategy.
D) based on the marketing communications strategy.
E) what actually is achieved in the marketplace.

Question

Quizplus · Accepted Answer

Brand identity is the planned and intentional message a company puts forth to establish its brand in the market, while brand image is how the brand is perceived by the target audience in the marketplace. In other words, brand image is the result of the interactions between the brand and its customers, and it reflects what the brand actually means to them. Therefore, brand image is not focused on any specific strategy such as product, pricing or channel strategy, nor is it based solely on marketing communications strategy. Instead, it is the sum total of all the experiences, associations and perceptions that consumers have with the brand.

While Brand Identity Is Strategic, Brand Image Is