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have you ever asked why some people prefer a product to another despite the identical quality and value or why people would choose an expensive product that might offer less quality and less value people would choose one product among identical others because of self-image alike people organizations and Brands can have an identity of Their Own according to how it is perceived by the community they serve or offer their products to which is called brand image brand image is the State of Mind of a group of people about an organization and its outcomes either products or Services according to how they perceive it in addition to that they would remain loyal to that organization as long as it maintains its image and would resist any attempts of the competitors to lure them away organizations strive to develop a positive image to maintain their existence in the market add a value attract more customers or expand their activities the organizational image is an iceberg covering much beneath it