Brand Attitude (Brand Attitude).
Also known as: brand image
Brand attitude is a term that refers to a person's opinion toward a particular brand or offering. The terms brand attitude and brand image are very much corresponding terms and are therefore frequently used interchangeably. The literal translation of the English term "attitude" is "attitude" and that is exactly what this term refers to.
This refers to a person's attitude toward a brand thus the perception of consumers toward a brand. It is therefore logical that a new brand has not yet built up a brand attitude. This is obviously the case with an existing brand. The image of a brand is formed by various factors. These include advertising and branding that shapes expectations, but also the user experience plays a role. Brand attitude is determined on the basis of market research.
