Abstract:
Just as individuals have perceived images of them sel ves, they also have perceived images of brands. The perceived image of a brand is probably more important to its ultimate success than its actual physical character is tics. For if one think about, it's not what actually is so, but what consumers think is so, that affect their actions, and their buying habits. Services that perceived distinctly and favorably have a much better chance of being purchased than services with unclear or unfavorable images.
