...J. Basic. Appl. Sci. Res., 2(12)13069-13075, 2012 © 2012, TextRoad Publication ISSN 2090-4304 Journal of Basic and Applied Scientific Research www.textroad.com Brand Image: Past, Present and Future Muhammad Ehsan Malik1, Basharat Naeem2, Madiha Munawar3 1 Director, Institute of Business Administration (IBA)/Director General, Gujranwala Campus, University of the Punjab, Lahore (Pakistan) 2 Senior Research Officer, COMSATS Institute of Information Technology (CIIT), Lahore Campus (Pakistan) 3 MBA Scholar (IBA, University of the Punjab), Lecturer, Punjab Group of Colleges ABSTRACT Strategic role of brand image has been proven in extensive literature as it is considered as distinct component in designing the marketing mix to building sustainable competitive edge. So, this paper presents divergent perspectives defining the brand image concept and concluding the debate about its multidimensionality. Five major clusters of definitions of brand image construct are observed such as generic definitions, meanings/messages, symbolic definitions, personality based definitions and cognitive/psychological definitions. Another important milestone in the evolution of brand image is the theory behind the concept of brand positioning. Brand Image is a multi dimensional construct that is triggered by cognitions, emotions, symbols, values and attitudes of consumers. However, many researchers measured it as uni-dimensional construct. Initially benefits based dimensionality was used to...
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