brand image
impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings)
en-GB/ˈbɹænd ˈɪmɪd͡ʒ/
en-US/ˈbɹænd ˈɪməd͡ʒ/
impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings)