Definition
Brand image is the perception of a brand in the minds of persons. It’s what people believe about a brand – their thoughts, feelings and expectations. [1]
Brand personality refers to the psychological nature of a particular brand as intended by its sellers, though persons in the marketplace may see the brand otherwise (brand image). [1]
The brand image can be considered to be a mirror reflection of the brand personality or product being. These two perspectives compare to the personalities of individual humans: what we intend or desire, and what others see or believe.
Brand strength is a non-monetary, point-in-time measure which seeks to capture the perceived overall attractiveness in the hearts and minds of consumers that the brand imbues to its offerings relative to that of other branded offerings both within and across categories. [2]
References
- American Marketing Association, AMA Dictionary.
- Common Language in Marketing Project, 2018.