A unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to customers. The brand image is what is currently in the minds of consumers, whereas brand identity is aspirational from the brand owners' point of view.

The customer's net "out-take" from the brand. For users this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations; for non-users it is based almost entirely upon uninformed impressions, attitudes and beliefs.

A unique set of impressions that represent what the brand stands for. For brand 'users' this is based on personal experience of the product or service concerned (informed impressions) and how well this meets expectations; for 'non-users' it is based almost entirely upon uninformed impressions, attitudes and beliefs.

The total impression of a brand in an individual's mind: what it does for them and what it means to them.

Consumers' images of the quality, value and taste of a product.

The complete bundle of thoughts a customer has in his or her mind about a company, product or service developed through communications and experience, including the distinguishing "human" characteristics of a brand personality (e.g., warm and friendly, strong and reliable).

The total of all the impressions the consumer receives from the brand. These include actual experience, hearsay from other consumers, its packaging, its name, the kind of store in which it is sold, advertising, the tone and form of advertising, the media used for advertising, and the types of people seen using, buying or recommending the brand.