DECODING THE INFLUENCE OF BRAND IMAGE ON CONSUMER PERCEPTION

Abstract

In an increasingly competitive marketplace, the role of brand image in shaping consumer perception has become a critical area of study. This research explores how brand image influences consumer attitudes and behaviors, delving into the complex relationship between brand identity and consumer perception. Utilizing a combination of quantitative surveys and qualitative interviews, the study examines the key elements that contribute to a brand's image and how these elements affect consumer judgments and purchasing decisions. Findings reveal that a strong, positive brand image significantly enhances consumer trust and loyalty, while negative brand associations can deter potential buyers. The study also highlights the importance of brand consistency and the impact of marketing communications on shaping consumer perceptions. By decoding the influence of brand image, this research provides valuable insights for marketers aiming to build and maintain a favorable brand image that resonates with their target audience.