Ans. The brand image refers to a picture of the brand or the perception of the brand that the consumers have in their mind about the products of that particular brand. Every consumer develops some image of the brand in his mind as a result of his or her attitudes, beliefs, impressions, and ideas and on the basis of this, he or she develops the liking or the disliking for the product. Different consumers have a different perception for a particular brand in their mind as taste and preferences of different individuals are different. Brand image can act as a great tool to launch a new product into the market. If the people are more attracted to the brand and have a good image in their minds for that particular brand, they will be easily attracted to the new product under the same brand name. The good image of the brand in the minds of the consumers strengthens the relationship between the customer and the brand and helps in retaining the consumers and they also became loyal to the particular brand. For example, we have developed an image in our minds that whenever we want something to eat quickly, we go for Maggi 2 minutes noodles as such brand image is perceived by the consumers for Maggi.