Brand Imagery

Also known as: Brand Image, Brand Perception, Brand Personality

The set of visual, emotional, and symbolic perceptions that consumers associate with a brand.

Brand Imagery refers to the more intangible and symbolic perceptions consumers have about a brand: what type of person uses it, what situations it evokes, what values it represents, what personality it has. It is the 'soft' layer of brand equity, complementary to functional attributes.

In Keller's CBBE model, Brand Imagery answers the question 'Who are you?' from a symbolic and social perspective. It includes dimensions such as user profile, purchase and usage situations, brand personality, and values.

Brand Imagery is measured with projective techniques, association maps, and brand personality scales. At Atlantia, we include imagery metrics in our Brand Trackers to monitor whether the desired positioning is being perceived by consumers.