True or False: Brand Image involves salient and feeling-related associations.

Brand image indeed encompasses both salient associations—those that are easily recalled and recognized—and feeling-related associations, which pertain to the emotional responses or feelings that consumers have towards a brand. This multifaceted concept is built through consumer experiences, brand marketing strategies, and communication.

Salient associations refer to the traits and characteristics that stand out to consumers when they think about a brand, such as its quality, value, or performance. For example, when someone thinks of a luxury car brand, they may associate it with prestige and superior craftsmanship.

Feeling-related associations involve the emotions that a brand evokes in consumers, which significantly influences their perception and loyalty. For instance, a brand that markets itself as friendly and approachable may elicit feelings of happiness and trust in its customers.

Combining both salient and feeling-related associations helps to create a strong and favorable brand image that resonates with consumers and sets a brand apart from its competitors. This holistic view of brand image deepens consumers' connections with brands, making this understanding vital for effective marketing strategies.