Difference Between Brand Image and Brand Reputation (With Table)

In terms of marketing, Brand Image and Brand Reputation are two terms that explain the position that a product has earned in the market. Brand Image is affected by the pros and cons through which a Company’s product has passed, and it’s the assessment made by the public in the past and present. Brand Reputation is the opinion that the customers and the public pass on when enquired about the brand.

Brand Image vs Brand Reputation

The main difference between Brand Image and Brand Reputation is that Brand Image is a visualized image by the virtue of previous experiences from the brand whereas Brand Reputation is the value of a brand that its customers share when asked about the brand.

Brand Image is a visualization of a company that commonly is applied by the public. When a company’s product is launched, certain expectations are visualized by the customers and they picturise this from their previous experience with the brand and its product.

Brand Reputation is the collective opinion that a company owns due to the quality of the products they produce. The immediate thought which pops up in a customer’s mind when the brand is acknowledged is the reputation that it has earned.


Comparison Table Between Brand Image and Brand Reputation (in Tabular Form)

Parameter of Comparison

Brand Image

Brand Reputation


Brand Image is an image prepared by the customers by analyzing the quality, quantity, guarantee, etc.

A brand’s reputation is a long-term opinion achieved by the brand due to its service and deeds to the society.


Brand image is a short- term picture in the minds of the customers.

Brand reputation is the value that has been given to the brand from the day a brand originates.

Marketing features

A company’s branding image can be altered by mediums such as advertising. People find it more attractive if the advertisement is attractive

Since reputation is judged by the experience, advertising cannot completely help in altering a brand’s reputation.

Type of existence

Brand Image is superficial, this image can be varied from person to person.

Brand reputation is the average of the opinions a brand receives. Hence it affects the customer’s view towards the brand.

Factors affecting

When cultural, socio-economic scenarios affecting the brand spreads, image visualization can get fluctuations.

Even when such a crisis occurs, the trust that customers have in the brand is tough to fluctuate.


What is Brand Image?

Brand Image is the perception of the customers towards a brand. The image that the customers have set up in their minds by the experience with the brand is termed as brand image. This image can change from person to person and is not permanent.  The company can alter the image they have by providing better service to their customers.

A company needs to enhance the image they have to survive in the market. For this, they use marketing techniques such as advertising. It is only when more and more customers believe the brand, the sales achieve targets and the brand can expand. Also, the customers who trust the brand, never regret their choice and do not move on to other brands for similar products.

The personality of a brand is judged through the image their customers pass on. Only when the image has reached up to the expectations of the public, they suggest it to their circle, and by this, the brand value increases. It is important to note that, only when the brand image is persistent, customers believe the brand and hence consistency is expected for a clean image.


What is Brand Reputation?

Brand Reputation is the respect/disrespect that a company has earned through the products they sell. It is a long term effect that is showered upon a brand, by the effect of their products. If products are good from the beginning of the company, the customers trust them and value the brand which in turn changes as the reputation of the brand and vice-versa.

Brand reputation is important for a company to increase its sales. When a company’s income increases, it’s development turns positive. Only through a good reputation, a brand can sustain in the market for a longer time. Similar companies compete with their value and reputation to achieve better results.

If a company holds sales in a variety of businesses and the brand is known for many products, even if a single product among them retards, the brand reputation decreases and this affects all the other products that they host. So brand reputation is an important aspect of marketing, that helps in increasing trust and expanding business.

Main Differences Between Brand Image and Brand Reputation

  1. Brand image is the visualized picture of an individual regarding a brand and brand reputation is the trust a customer bestows with the experience they have with the brand.
  2. Brand image can vary from one person to another and is a temporary picture while brand reputation is due to the experience of individuals and hence it is difficult to vary.
  3. A brand image can exist in a very short period since it is varying. Brand reputation tends to be constant and hence it is a long term effect.
  4. Advertising and other marketing features can improve the brand image among the public, but it is difficult to change a brand’s reputation using a single advertisement.
  5. Brand image is an individual’s choice. It is kept personal. This is not the case when a brand reputation is taken. The opinion can circulate from one customer to another.



Both Brand Image and Brand Reputation play an integral part in expanding the brand’s sales. Even though brand images are easy to fluctuate, they can influence a lot of temporary customers.

On the other hand, a good brand reputation can tie up all the customers to the same brand always. Hence both of them are equally important to expand the sales of a company.

While companies try to serve more and more customers, the PR team is assigned with the duty of enhancing their image and reputation.



  1. https://repository.arizona.edu/handle/10150/106424
  2. https://www.scirp.org/html/6-1530143_53297.htm