Keller defines brand image as awareness of brand name (whether and when customers know the brand and can recall it) and belief about brand image (customer’s associations with the brand). If either of both is created successfully while leaving the other one in poor state, it brings down the brand drastically.

For example, Salman Khan is a brand in himself with very high awareness. But his image went bad due to the hit-and-run case and that spoiled his reputation.

Creation of Brand knowledge is a collective effort of consumer, marketer, researchers, distributors, and ad agencies.

Creating brand knowledge is extremely important for the company’s stakeholders.