product image
in consumer psychology, the associations evoked by a particular brand. Product image is established usually on the basis of careful psychological studies and aims to instill in consumers a receptive feeling for the product. For example, some brands of coffee are identified as mountain-grown in Latin America, hand-picked by experts with Hispanic names, and carefully roasted to yield a rich, dark beverage, although the brand may actually contain coffees from Africa or Indonesia. Also called brand image.