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in this video we are going to discuss the meaning and importance of brand image marketers try to create a unique or a special identity to create a positive impression in the minds of the consumers in 1955 gardner and levy introduced the concept of brand image in their article the product and the brand they said that a brand image can be developed by attributing a personality to or associating an image with a product or service whereby the personality or image is branded on the consciousness of the consumers they used projective techniques to help define assets of the brand and to help define a holistic brand image two basic points being a reputable brand persists as a stable image over time and it is rarely possible for a product or a brand to be all things to all people thats why you need to be very very specific so brand image refers to the psychological aspect of a brand it is based on the proposition that consumers dont only buy the product a commodity per se but they also buy i