Brand image refers to the perceptions and beliefs that consumers have about a particular brand. It encompasses both the tangible aspects of a brand (such as logos, colors, and packaging) as well as intangible aspects (such as brand personality, values, and positioning). Brand image plays a crucial role in influencing consumer behavior, as it can affect purchasing decisions, brand loyalty, and overall brand perception. Marketers often focus on managing and enhancing brand image through various strategies such as advertising, public relations, and product quality to create a positive image in the minds of consumers.