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The image is the representation perceived by individual on :

  • a company: this is called corporate image,
  • a brand: we talk about brand image,
  • a product: we talk about product image,
  • a person: we talk about personal image.

We can also talk about “goodwill” to refer to the image. It may be a feeling, but generally speaking, it is a value judgment that a consumer makes about these different entities. Based on tangible or intangible elements, the image constitutes the personality of the entity. It results from real values, received ideas, emotional feelings as well as impressions, subjective or objective, conscious or unconscious of the consumer.

We have to be careful not to confuse image and identity. And for good reason, the image is not necessarily in line with what the brand, the company, the product or the person wants to convey.