Brand image is the interaction between the subject and the object. The subject perceives the object in a certain perceptual situation and in a certain way. From a psychological point of view, image is a psychological schema produced by people's reflection of objects. Kenneth Bolding, in his book Image, puts forward that a symbolic image is "a rough and intricate summary or symbol of various rules and structures".
At the beginning, people's understanding of brand image is basically focused on the various factors that affect the brand image, such as brand attribute, name, packaging, price, reputation and so on. According to the design motor, brand image is a collection of images and concepts about the elements of the brand existing in people's psychology, mainly the brand knowledge and people's main attitude towards the brand. The definition of brand image is analyzed from the perspective of psychology.
From the perspective of brand strategy, Ronald and Gantman put forward that "brand image is an associative set of meanings of product or service differentiation in competition". They also listed the strategic ways of brand image operation: product cognition, emotion or impression, trust, attitude, image personality, etc.
Sze proposed that a brand should have a personality image like a person, this personality image is not solely determined by the substantive content of the brand product, but also should include some other content.. At this point, the understanding of brand image has entered the brand personality level.
Parker et al. put forward that "brand image comes from the marketing concept of brand management, brand image is a method of brand management". They believe that any product or service can theoretically express its image with functional, symbolic or empirical elements.
In 1991, Acer linked the brand image to the brand's assets and liabilities, and he believed that names could be added or subtracted by symbols.
Brand image is a comprehensive concept, which is eager to be established by marketing activities. It is influenced by subjective perception of the image perception subject, perception mode, perception prospect and so on. It is an associative collection formed in psychology. Brand image is an asset, and brand image should have its own unique personality.
The original meaning of brand image is consumers'psychological experience of brand. It is created by brand temperament identification. Brand temperament is a kind of psychological feeling and aesthetic experience produced by consumers after hearing the brand. Brand temperament can also be called brand personality and brand style. But the vast majority of brand writings define this psychological experience of consumers to brand as brand personality, which constitutes a unique brand image.