Brand image refers to the schematic memories of a brand. It contains the target market’s interpretation of the product/brand or service, inclusive of attributes, beliefs, usage situations, users, and manufacturer/marketer characteristics. The nodes are what people think of when we hear or see a brand. These are a set of associations consumers have learned about the brand.
In addition, we can describe long term memory in terms of a schema, or associative network.
Researchers have found when new information is inconsistent with a schema, consumers engage in more diligent processing, and as a result have improved memory about the stimulus. Thus, when consumers receive information that deviates from expectation, they (we) allocate more cognitive capacity to it, and process it in greater depth.
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