Brand image

Brand image


Definitionen på brand image er mange - her et uddrag:

Aaker: “set of brand association that are anything linked in memory to a brand, usually in some meaningful way.”

Kotler & Armstrong: “a set of beliefs held about a particular brand.”

Keller: “perceptions about a brand as reflected by the brand associations held in consumer memory."


Aaker D. A. (1991): Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.

Kotler, P. & Armstrong, G. (1996): Principles of Marketing. Seventh ed., Prentice Hall, New Jersey.

Keller, K. L. (1998). Strategic Brand Management-Building, Measuring and Managing Brand Equity. Englewood Cliffs: Prentice-Hall.

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