As experts, trade magazines and an ever-growing body of books advise business owners to mind their brand images, some business owners might question the purpose of all the attention on brand image.

Brand perception today has an increasingly immense influence on consumer behavior and market positioning. Defined as the collective opinions, beliefs and emotions held by consumers toward a brand, ...

We’ve all heard the phrase, “Perception is reality.” Nowhere does that hold more true than for marketers trying to drive awareness, consideration and purchase of their products and services. The ...