Brand image is a matter of  perception. All the associations stored in the consumer memory reflect a brand image. A brand name is a device to connect to these associations. For instance, a brand of hair oil reminds you of  shining hair, nice smell, good hair growth, dandruff free scalp, combing and grooming of hair and the good impression your crowning glory creates. A brand image may not always be the outcome of the marketing effort. It is an impression of a brand in the mind of the consumer.It is a subjective concept. A consumer keeps on stacking attributes or benefits and comes to a set beliefs about the brand.Such an image may not be uniform amongst all the consumers. As beauty remains in the eyes of the beholder, brand image too remains there. A consumer uses his own perceptual filter and therefore the image formed may not be the one that is desired. It may not be clear, and may be hazy. It may be complex or simple. It may be strong or weak. Sometimes the image is miles away from what the brand really is.But whatever it is, it is an important criterion for the consumer to decide whether this brand is for him or not.