Question

Which of the following refers to the mental impression that consumers construct for a product?

Select one:
a. brand personality
b. brand image
c. brand promise
d. brand loyalty
e. brand preference

Answer 1

The term 'brand image' refers to the mental impression that consumers construct for a product, consisting of feelings, expectations, and associations influenced by past habits, advertising, and other promotions.

Step-by-step explanation:

The mental impression that consumers construct for a product is referred to as the brand image. This concept encompasses the ideas, feelings, expectations, and associations created in the consumer's mind as a result of past habits, advertising, and other forms of promotion that lead to product differentiation. Brand image is shaped by various intangible aspects such as a guarantee of satisfaction, reputation for high quality, services like free delivery, or marketing campaigns that evoke positive emotional responses.