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.